Eliminate the “Tire Kickers” and find paying clients?
Well, before we start let me give you a little backstory …
I started blogging two years ago, happily pounding the keyboard each day on the verge of something special, or at least I thought.
Every day I was maintaining a tenacious schedule with a killer spirit, but at the end of each day had laid a big, fat goose egg.
Sure, I made friends, had tens, sometimes hundreds of social shares, and posts had 50-100 comments, but that was it.
You know all too well about that kind of endorphin rush, right? (I see you nodding.)
But that super-duper feeling is shorter than a mayfly’s life and does nothing but give you that rush to the head.
The Facepalm Moment (and Why You Need to Pay Attention).
It didn’t take me long to realize that blogging is a futile pursuit without real goals and EXTREME focus. The kind of focus that builds successful businesses.
Duh, is right, but the blogosphere can be a wicked place full of endorphin-laced, ego-stroking candy. This is baaaaaad for focus.
The Bigger Story.
I’ve been in business since 1995, so I am no stranger to the peaks and valleys of entrepreneurship. And the determination needed to move like a kinetic, but focused master-juggler on a caffeine high.
I also know how to find great customers the old school way, but I’m still learning about blogging, social and the power of online marketing done right.
Many golden rules are still in place, but with rapid change it’s hard to keep up. To make it today, you need to find customers online.
You’re probably saying, “gee thanks, Captain Obvious!” But really, think about your online efforts and who you’re trying to attract.
The Bad Clients.
You go through a qualification process, so you don’t waste time and energy on the “tire kickers.”
I’ve wasted a TON of time and energy on “tire kickers.”
The old school methods I’ve used for eons are becoming less effective each year. And excuse my grammar, but they ain’t the best way to weed out the stinky eggs. The online world IS, if you do it the right way.
In our online utopia you must put your efforts into building relationships over time.
If you focus on the right customer from the start: Who they are, what they need, their main point of pain; you’re on the right track.
In other words, put all your time and energy into finding clients you really want to work with. Yes, this is obvious, but are you doing it?
To me, the best way to frame all this is through a relationship-building story told over time.
This way …
You invite engagement. You create interest. You might even start to gain a little authority. Why? Because you are focused on your ideal customer’s needs.
You are NOT trying to make a sale. you ARE building a relationship by consistently teaching AND listening … and tweaking over time.
It’s a Long March
You don’t want a quick sale, you want a long-term relationship where they come back because they love you so.
I’m not a sales guy, or a blogging wunderkind, or a social media wonk. I’m the furthest thing from it … and that’s why this is all so fun …
Because I’m on a journey.
And as I’m learning I am going to write about it, so I can help myself and more importantly, help you.
So, what’s it all about?
Finding the right customer and courting them.
How do you do this?
Find their pain by paying attention. Ask for feedback … on your blog, within social media, through email.
When I first started writing, my posts lacked cohesiveness. In order to find the right people I needed to retool and refocus.
How did I turn it around? By listening.
When does the magic happen?
There’s nothing magical about it. You just have to work like a dog to write magnetic and helpful content that solves a big, fat problem. Your ideal customer’s pain.
When you find that and solve it, you’re golden.
I’m still working at it, are you?
If you’re interested in learning more about my branding and design process, jump on over to my email list. In the comments below, let me know exactly what you are struggling with regarding branding and design.
Craig is Principal of McBreen Design. A Seattle Branding and Design firm which helps small companies bring their purpose to life with brand strategy, award-winning graphic design, and web design services.
If you want top-notch creative work with a personalized approach, look no further.
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