An exercise for defining what prospects you are attracting.
Fly fishing — it doesn’t work, does it? When I first watched
someone fly-fishing, I saw them release the line that went out
far in the water. No sooner had the fly hit the water it was
being jerked back and reeled in. Even today, I still don’t
understand how this method catches any fish. Yet it does,
so I am told. See, I have never been fly-fishing.
It looks like so much more work too. I’m used to the worm,
bobber, sitting on a short foldable chair, having some great
conversation ever once in a while, sipping on a beer (okay
root beer so we don’t X factor this article, relaxing and waiting
for the nibble. Or, is it praying for that nibble.Okay, either one.
If you talk to a fly-fisherman, he says his method is the best.
And the same is uttered from a by-the-seat-of-the-pants
fisherman as well (cute description huh, I thought so too).
What makes the difference than? Is it technique? Is it the water type
— salt or fresh? Is it the type of fish you are going after? Is it the equipment
or supplies? Is it the bait offered? Okay, back to the first question — what
is the difference? The right answer is “all of the above.” You can also throw
in the temperature, weather and time of day you are fishing as well.
The right answer still is, “all of the above.”And it all depends on the right
combination of all these items performed in a step-by-order method too.
You don’twant to toss out the fly without the line. Well, I guess you can but
the chances of seeing that fly again is next to nil for sure.
Marketing is not any different from fishing. If you are tossing out the wrong
hook to the right fish, they are not going to bite. If you have the right fish
and hook, and the wrong technique — fly-fishing instead of butt, wait and
pray fishing. This too will not get many results.This is why so much emphasis
is placed on your needing to know your target
market. Because if you don’t you are forever going to be trying what different
lures, hooks and techniques that wear you down as well as your resources trying
to figure out what is the right combination. You can’t catch flounder in a fresh
water or blue gill in saltwater.Many times, and without knowing it because you
are just glad for the business, the fish pick you.
So, what are you attracting? Let’s take 15 minutes today and
begin an exercise that answers that question. Okay, where were we. Getting
late in the day. Oh, yes, what are you attracting? Since I write mostly for service
professionals, let me present the “how-tos” for you. If you own a retail store or
have a much larger client base, you can do the same by calculating just the top
“A” list by revenue generated. I recommend starting this process by hand to get
the “feel”of it and then you can move it over to Excel or a similar software as it
grows. Yes, you have my permission to allow this fish to get bigger in this “fish
tale.”On a new sheet of paper, turned sideways or landscaped, in the far left hand
side create the first column. Now write down the first name of you client (or
last name or both).If you don’t remember their name and you had given them a
nickname, use that. It doesn’t matter as long as you know who they are.In the
second column, title it “M/F.” You guessed it, “male or female.” I knew I
didn’t have a “dah” market reading this. Now, go down the column and write in
the answers next to each name. Next column, title “M/S/D/U” = married, single,
divorced, unknown. Go down the column and complete again.
Remember, before you move onto a new column you want to complete the
previous column as much as possible — there is a subconscious reason for this
I don’t want to go off topic to explain, so I’m asking you just trust me on this.
Please.Here is a list of other demographic type of information you want to
continue in this same format: Age, time zone, number of children (if any),
how long a client, marketing resource (how did they find you or you them),
fee, and service type.As you continue to go through and complete each column
you will begin to see some patterns on the type of client you are attraction
as well as how they became your client (the source).Continue with this project
by adding more distinctions over the next week.
As you complete each column, another important fact will emerge for you
that you will want to review. If you are missing some information, you might
want to pick up the phone and call that past client and ask – a great reason to
get back in touch with them and renew your name in their mind.When you
begin seeing the patterns emerge, like you work mainly with 90%
males, or everyone lives in a certain area, or all are divorced, etc.
Some of these patterns are going to be obvious and some aren’t. This is why
this exercise is good to complete at least once a year. I do this even though
I now have software that does it for me. There is nothing like ink and
paper to open my outside-the-box thinking that doesn’t emerge when
reviewing a printed report.When you get to a slowing down place, pull out
the description again of your ideal client. Now, see the averages for this
measurement chart in comparison to your ideal client. How is it different?
Were there any ideal clients on the list — put a star next to them or highlight
them?Is there a gap between the two? Can you see what the gap is? Is it obvious?
Do you need to build a bridge of things to evolve with that moves from the island
to the main land? If yes, what is it? Okay, you’ve got your work cut out for yourself.
I agree. Then again, this exercise is the top one I recommend to all my clients,
workshop participants, and teleclass attendees. I have even had seasoned
professionals resist completing the exercise because they felt they knew
everything there was to know on this already. If you feel this same way, it’s
okay. Let it evolve and see if something grows.
I hope this helps you tremendously.
