There are plenty of ways to make a cake.
Of course, the wrong ingredients can yield disastrous results (as in your cake tastes like dog doody). But even with the right ingredients, you may not end up with the flavor you expected.
Such missteps can happen for lots of reasons… Too much of one ingredient. Not enough of another. And not realizing how certain ingredients can influence taste.
For example, let’s say you add almond flavor to bring out that taste. But almond clashes with other ingredients, and the resulting cake is about as appetizing as a chew toy.
The same often happens in marketing. And a lot of it has to do with your intentions. Undoubtedly, you want your business to grow, which includes ushering in new clients in hopes of increasing revenue.
But not all clients are created equal. And those that chew up 80% of your time yet pay no more than any clients hardly seem like worthwhile partners.
Yet, you often attract these sorts of clients, whether consciously or not. Factors like your business culture and the approach and tone of your marketing messages are usually the culprits.
The antidote here? Start by asking one of marketing’s most important questions: How much marketing is enough?
The answer… When you top up your prospect pipeline, you can pick and choose the clients you work with and the type of projects you take on.
So rather than ushering every Tom, Dick, and Henrietta through the door – because you’re so desperate for the income you’ve convinced you can’t afford to turn down a single opportunity – you can select only the flavor of clientele that delights your palette.
To accomplish this…
Set your intentions in your business culture. What kind of culture attracts the type of you client you prefer?
Set your intentions in your approach to marketing. What type of tactics and channels are most likely to reach your preferred clientele?
Set your intentions in your marketing messages. What cues, triggers, and touchpoints are likely to connect with the clients you’re seeking?
With these intentions in mind, adjust your business culture and approach to marketing, mix well, and bake at 350 degrees to yield your ideal clients!
Need help baking your marketing cake?
Whether you need support developing a marketing strategy, selecting the best tactics to reach your ideal clientele, or crafting effective marketing messaging — I’m here to help!
Get in touch: 310.466.7893 | ryan@ryananys.com
