ARE YOU IGNORING “WALLET-OUT” CLIENTS?
May 6, 2024
Sounds crazy…
But there’s a big chance you’re ignoring perfect customers without knowing.
Neck-bleeding, wallet-itching…THIRSTY customers.
How do I know? I used to make the same mistake, and I still see it happening all around me.
And in the famous words of Johan Cruyff, famous Dutch football player…
“You’ll only start getting it once you understand it.”
Which is why, in this article, you’ll learn how to spot, and fix this common mistake for good.
And once you do, you’ll…
- Get better customers
- Earn more revenue per customer, and
- Make a greater impact in your market.
And that’s barely HALF of what I’ve seen other businesses get, simply by fixing this one little mistake.
But before I tell you the secret, let’s set the stage…
PICTURE A BUSY AIRPORT
People everywhere, crowded, noisy, chaos. In that crowd is someone you HAVE to get the attention of.
How would you do it?
You could stand on a bench and hope to spot them in the crowd… good luck with that. You could tap everyone on the shoulder one by one. But there’s thousands. Not practical.
How about blowing a trumpet? That’s SURE to get my attention, right? Well yes…and also everyone else’s attention. We’d all think you’re a nutcase and keep walking.
So what’s the most effective way to get someone’s attention?
SHOUT THEIR NAME
We’ve all accidentally heard someone say your name in public. And if you’re like most people, you jump up, no?
“Yea, but what does this have to do with getting your perfect client?”
Good question. And before I answer, let me tell you something crazy…
Most business owners don’t even know who their perfect client is!
How do I know? Because when I start working with a client, one of the questions I ask is: “Who is perfect for your product or service; Your perfect client? ”
And you know the answer I often get?
“Everyone! We sell to everyone!”
No. You don’t. For two reasons:
- Not everyone needs what you sell
- Appealing to everyone means you appeal to no one.
Here’s what I mean…
BLEEDING NECKS
Your perfect client has a certain problem or desire. Something they want.
In the marketing business, I like to call this a ‘Hair-On-Fire’ problem.
Other prominent (and more achieved) businessmen call it a ‘Bleeding-neck’ problem. Either way, they’re both referring to something you want to solve right away…that frustrating itch you want to scratch ASAP.
The easiest way to solve 99% of marketing and sales problems is to simply target people with bleeding necks. For example:
Let’s say you were a dog trainer. You’d theoretically be selling to anyone that has a dog.
But let’s say your most profitable service is helping clients train their puppy to stop chewing on furniture and stop pooping in the house…
This would mean your ‘perfect clients’ are puppy owners.
Now the WORST way to reach those perfect clients would be to put up an ad or a post saying something like:
On paper, this seems like a solid ad. And to be honest, you’d probably make sales from this. But there’s one BIG issue here…
It’s too bland, too vanilla, too nondescript. No one is going to think:
“This is for ME!”
REACHING YOUR PERFECT CLIENT
And that’s the response we want our perfect client to have:
“This is for me. This scratches my itch. This person gets what I’m dealing with.”
So the lesson here is…
Don’t be afraid to stand out and tailor your message to your perfect client.
Hope this helps.
Talk soon,
Max
P.S. If you want us to look at your marketing plan and see what we can do for you, get in touch here.
And if you’re trying to get more clients using Meta ads, download our free guide here.
WRITTEN BY
Max Masters
Founder & head of growth at Maxingrowth®. Dedicated entrepreneur and marketing specialist based in Columbus. Currently on a mission to make growing a local business easier, quicker, less stressful & more fun - for the thousands of folks who run them every day.
