This comes up a LOT with people I work with. It’s so tempting, as a business, to try to help everyone and to aim our promotions at a huge market, listing all our services on one leaflet and expecting a strong response.

Now, it is possible that you will get a response using this method but I can guarantee you that if you instead send out a specific message, to a specific audience, with a specific ‘call to action’ then you will get a much bigger and better response and it will be a far better use of your time, money and effort.

So how do you know who to target and what to promote?

This is when you need a very clear identity of your Perfect Client, because when you know who, specifically, you are aiming at then you will know where you need to be and what you need to be saying.

You may have more than one Perfect Client for each different product or aspect of your business, and that is fine, just be sure that you create a clear, specific message for each one and promote is where they are and in a way that will get them taking action.