Who are your "ideal" clients? The more narrowly you define your markets, the more effectively you can target those markets.
Example:
Let's pretend for the moment that I'm a realtor, and we meet up at a networking meeting. You ask me what I do. I reply that I'm a realtor. Or, I reply that I'm a residential realtor. Or, I reply that I'm a residential realtor who concentrates on properties of at least $500,000.00. Or, I reply that I'm a residential realtor who concentrates on properties of at least $500,000.00 within a half-hour of Fort Collins.
What have I done with each of those descriptions? I've gotten narrower and narrower in describing what I do. And I've given someone a good idea of my positioning in the marketplace and the types of leads I'm seeking.
How good is your definition? For starters, look at your existing client base. Where did they come from? How well is your current marketing working? What do they spend? How often do they purchase? What do you dislike or like about them? Remember, the more narrowly . . .
When you attend Chamber of Commerce, leads groups or trade association meetings, how good and specific is your introduction? How well have you trained your employees to discuss the company that employs them? There's nothing wrong with being homebased, but that's not the first thing that people need to know. Nor do they need to know how young or small your business is. Just answer the questions "who are you, and what do you do?" Details come later, after you've proven your worth and established a relationship.
If you want to grow your business, focus. Don't accept just anything that comes along. Find out who else these prospects work with and make a couple of calls. What's their payment record? How accessible are they? How quickly do they respond? How loyal are they, or do they change vendors frequently?
You get the picture.
Marketing isn't about taking anything you can get and having the marketplace wonder what you really do. Marketing is about getting and keeping your name out there to create buzz and establishing a fine reputation, so that people will want to do business with you and send others your way.
Lack of focus is out; clarity and positioning are in.
