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Clients, Not Markets

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Ian Brodie

Ian Brodie

Ian Brodie teaches consultants, coaches and other professionals to attract and win the clients they need using "Value-Based Marketing" - an approach to marketing based around delivering value, demonstrating your capabilities and earning trust through your marketing.


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Marketing

Clients, Not Markets

Grean LeafUnderstanding markets is important. Big trends. Overall pictures. What clients want generally. Where to position your firm to hit a “sweet spot”.

But when you're communicating, you must speak to clients, not markets.

Markets don't hire you, clients do. Markets don't build relationships with you, clients do.

Is that just a semantic difference? Fiddling with words?

I don't think so. Because it affects our psychology.

When we think and talk markets we think of groups, averages, generalisations.

When we think and talk of clients – or better yet, client – we think of individuals and details.

Too much market-think and our communications become generic and wishy-washy. We try to talk to everyone in the market and end up connecting deeply with no one.

Write with one specific client in mind – your ideal client, your “most likely to buy” client, your “I'd really love to work with” client – and your words have depth and meaning. You can write details. And you can connect.

Many marketers shy away from this – frightened that they're being too narrow and they'll miss out on the broader market.

That rarely turns out to be true. Not unless you're a huge megafirm that needs to be all things to all people to maintain your size.

How many clients do you really need to build a thriving business? For most of us it's a tiny percentage of the “market”. If you think about a good client and the business you get from them over a year, then for many of us the number of that sort of client we need often doesn't hit double figures.

We don't need to appeal to a broad market. We need to connect deeply with a small number of perfect clients.

So stop thinking about markets – and start thinking about those individual clients.

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Ian Brodie

Ian Brodie

https://www.ianbrodie.com

Ian Brodie teaches consultants, coaches and other professionals to attract and win the clients they need using "Value-Based Marketing" - an approach to marketing based around delivering value, demonstrating your capabilities and earning trust through your marketing.

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