The Client Letter
May 10, 2013
The Northland
Sunny 40 Degrees
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
I used to be an amoeba.
One day I’d look and act like one type of service provider… the next day it would be someone different.
I did this for three reasons:
- I was scared of showing anyone what I was really about for fear they would not approve. (Strike 1)
- I wanted clients more than I wanted to be true to myself. (Strike 2)
- I didn’t GET that the smart way to work with clients is to LEAD them, not follow them. (Strike 3)
I’d get clients by adapting what I did to suit them, instead of finding clients that suited me. Sometimes I still fall for this. And I can tell you:
It flat out doesn’t work if you want to maintain your sanity.
The quickest way to stand out in the marketplace is to figure out what you stand for and then go about the business of making that known to the world in the biggest way you know how.
Stand For SOMETHING.
In marketing speak, this often results in a polarization of prospects about little old you.
Some will be drawn to you, some will be repelled by you.
This is not a bad thing, this is the GOAL.
The alternative is to be out in the marketplace and mean nothing to no one. What you’ll be in that instance is invisible.
And “invisible” doesn’t pay well.
Polarize, polarize, polarize. Then when they call, take some more time to make sure they’re the right client for you.