The Desert of Arizona
Sunny 39 Degrees
It’s such a simple idea, it’s kind of surprising it never occurred to me. But that day when I was reading something written by Dan Kennedy where he stated the idea so clearly, it pretty much hit me right between the eyes.
In one sentence, he basically revealed the secret to raising your fees and actually attracting clients willing to pay those fees.
He said something like, “When demand for you exceeds the supply of you, you win.”
Most service providers work to “get clients.” What he revealed was a different goal: working to increase demand for you.
These are two very different goals. And reaching these goals requires two different types of work.
Getting clients is very short term thinking. Sure, we all have to eat, but it’s a hamster wheel way to go through life. Need clients, get clients, need clients, get clients. It never stops.
Strategically increasing the demand for YOU is totally different. That pretty much requires some sort of systematic approach to things. It starts slow. But eventually, you end up with more of a tidal wave of incoming goodness.
Years ago, when clients were few and far between, I didn’t realize that I wasn’t giving myself half a chance to succeed. My “universe” of prospective clients was FAR too small.
There was no way to “increase the demand for me” so it exceeded supply of me when I was only talking to a few hundred prospects. Just not going to happen.
Looking back, I was extremely fortunate to connect with some excellent clients who made up for my lack of insight. Thank you!
I’m only ever looking for a few clients at any one time. And with the Platform approach, finding those few clients is much easier when I’m talking to lots of prospective clients.
I define “a lot” as way too many for me to ever work with even if I worked 24/7 for the rest of my life!
That’s why it makes sense to build a Platform with 5,000 or 50,000 or even 100,000 prospective clients who subscribe.
As long as you are leveraged about it, publishing for 50,000 takes no more effort than publishing for 5.
But those types of numbers multiply POTENTIAL demand for you. And that can lead to an extremely bright future…
What does “increasing the demand for you” look like in your business?
That’s a good question to start with…