Who would find you? — Kelford Labs Daily

Let’s imagine you had to stop doing all marketing.

No more social media posts, no more ads, no more content, no more trade shows.

If customers want to work with you, they have to find you.

So, in that world—who does still find you?

What customer—or type of customer—would track you down and find your business, even if you did nothing to find them?

— Kelford Labs Daily: Who’s looking for you?

There’s an interesting instinct entrepreneurs have.

When they have a steady source of work or clients they can depend on, they tend not to advertise or directly promote to that group.

In fact, they tend to take them for granted.

I’ll ask an entrepreneur about their best customers and they’ll tell me all about who they imagine would be ideal. The dream client, but not the current one.

But then I ask them, “Who would find your business if you stopped marketing?” and the answer is often completely different.

Now, I’m not saying you shouldn’t have dream clients, or that you shouldn’t work toward them.

But what I am saying is you should let the clients who keep finding you lead you toward your dream clients.

So that when markets shift, or contexts change, or budgets constrain, we’re able to keep acquiring clients that value what we do, because we’re focusing our efforts on the people who are looking for us.

When the market changes, we’re ready to change with it. Because we’ve built a system, a habit, of focusing our marketing on the clients looking for us in particular, and what we do best.

We’re not caught targeting a market that no longer needs us or no longer can afford us.

So if your marketing is struggling, or you’re struggling to figure out what to do next, ask yourself this:

“If I couldn’t do any more marketing, who would still find me?”

Then, all you have to do is help them find you.

Reply to this email to tell me what you think, or ask any questions!

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