How to Attract the Best Clients
I’m not actually going to tell you how to attract the best clients, at least not in this article. This is a primer for next week. I just want to get you thinking by doing a little exercise.
Here’s the exercise: We’re going to put the shoe on the other foot, and pretend that you personally are in the market for a professional where it matters– someone to restore your precious ’32 Ford “Deuce Coupe”, a surgeon to reconstruct your knees, a pro to help you improve your “over 130” golf game, or you have an oil well burning out of control. Serious, mission critical stuff.
Now, drawn from real life, here’s a list of things that real professionals in your community (but not you) say to help them build a strong and prosperous practice. What I want you to do is check off which ones would influence you to entrust that mission critical matter to the professional who says:
“You should use my services. My claim to fame is…”
* I’m the cheapest
* I’ll take anybody
* My office is very convenient
* I offer evenings and weekends
* I’m nice
* I support little league hockey
* I go to your church (service club, political party…)
* I’m family
* I have the biggest billboard/signage/ad in the paper
* My website is very artistic
* My website is search engine optimised
* I serve great coffee
* Balloons and candy for the kiddies
* If you don’t, I’ll cry!
Yeah, some of them sound kind of silly, don’t they?
Don’t get me wrong– there’s nothing wrong with going to your church or being family or supporting little league, unless that’s your entire claim to fame. But many professionals actually do fall into that trap. (Not you, though.)
So, what should you say? Tune in next week for more on the subject, but in the meantime, be on the lookout for advertising and promotion built around the stuff in the list.