One client, not many — Kelford Labs Daily
Focus first.
When entrepreneurs launch a new business or service offering, they often think about their marketing as the key to getting them lots of clients.
But that mindset is exactly what prevents them from getting any.
Because when we think about potential clients, our prospects, as parts of a group and not as individuals, we end up ignoring what makes them buy.
We see them as a cohort, and we end up addressing them like one, too.
We offer vague, broad promises. We speak in generalities, and about too many things.
When the real secret is not trying to get lots of clients, but seeking to get one.
Just one.
When you think about it that way, you can more easily and clearly see what needs to be said and done to appeal to them. You can more easily imagine what might get them to buy, and all the pieces that play into that final purchase.
You can more clearly see the path they’d need to take, moving from far away from you, to becoming close to your business, to finally actually purchasing, and then remaining connected to you.
In short, focusing on getting one client forces you to get specific. And it’s specificity that sells.
This is something I’m constantly telling new entrepreneurs and the ones launching new services:
Stop thinking about getting many clients and do what needs to be done to get yourself one.
And then grow from there.
Reply to this email to tell me what you think, or ask any questions!
Kelford Inc. shows communicators the way to always knowing what to say.
