I’m in Philadelphia right now finishing up 6 days with Michael Port, the author of Book Yourself Solid as well as several other very useful marketing books. Michael’s passion is similar to mine – that he really wants to see service professionals succeed beyond their wildest dreams. While I work with solo- and entrepreneurs whose focus is services OR products, our passion is the same. We want you to succeed! And some of what I have found in working with Michael this week challenges our first reactions to what we must do to be booked solid.
Here’s the thing – you do you very best work with people who energize and inspire you. And if you are like most entrepreneurs, you probably have not set your intention and focus on finding out the characteristics of the people you most like to work with, versus those who drive you nuts.
Michael talks about the “Red Velvet Rope” policy – meaning, let in as clients or customers only those who inspire you to do your best work. You are not meant to work with everyone. Finding out who your ideal client is and focusing your marketing and intention on those type of people will go a long way to making your marketing easier.
Why would that be, you say? When you work with someone who inspires you and is a good match for you the quality of your work is high. This creates much more opportunity for good word-of-mouth referrals from these clients to you. Having a solid stable of pleased clients who are talking about you to their friends and family members goes a long way to making your marketing easier and cheaper. And, because YOU are having a good experience with your ideal clients, you will more easily and freely talk about your work. That passion and energy will shine through, driving up your enthusiasm and the positive reaction you get.
It takes a little courage to go through your client list and remove those with whom you don’t do your best work. But think of the upside – you free up space for more ideal clients, and you don’t spend a disproportionate amount of energy on those who are not ideal. Bottom line – insitituting a Red Velvet Rope Policy will help you gain clients and ease up your marketing. What’s to lose, but a little fear?
(c) Sue Painter