August 14, 2016
Strategy is focus
The clients who you want to attract are the ones who have more money than time.
They are busy people who are willing to solve big problems by writing big checks.
They’re not going to sign up for your mailing list where you talk about a grab bag of topics across a variety of disciplines.
They’re not going to subscribe to a podcast where you ramble on about whatever happens to be on your mind this week.
They consider their time to be valuable, and they aren’t going to give it to you without a reasonable expectation of receiving a positive return on their investment.
The way you create this expectation is by projecting a deep expertise on a topic of interest to your ideal buyer.
- Uncovering what’s actually of interest to your ideal buyer, not what you think is or should be of interest to them.
- Discussing the topic of interest in your ideal buyers language, not your own technical jargon.
- Creating a body of work and related social proof that revolves around the interest of your ideal buyer, not vomiting out a slurry of shallow material on a wide range of topics whose only common thread is that you were once briefly interested in each of them.
Know your buyer. Pick your focus. Stay on target.
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