When a male penguin falls in love with a female penguin, he will search the entire beach to find the perfect pebble to present to her. When he does find it, he waddles over and places the pebble at her feet. In the marketing world today, we are all like the male penguin, or more like a group of penguins looking for the perfect client to present our pebble too.
Are you trying to figure out who’s your perfect penguin – your perfect client? Well, chillout and let us help you seal the deal!
3 Ways to Find the Perfect Client
1. Know Who You Are: Although this seems simple, it is still extremely important. In today’s market we have Amazon, Overstock, Ebay and a plethora of other businesses all geared to have something for everyone. This isn’t always feasible for a small business. To understand and determine your ideal client you need know what exactly your business is, what it does, and what it does well. How many times have you run into someone who still hadn’t mastered the ‘elevator pitch’ and couldn’t quite tell you what his or her company did? Tell us either: “I work for an advertising agency” or “We’re a marketing and communication firm who offers a variety of services including copywriting, media buying, public relations, strategic planning and research.” Be precise and don’t over gloss what your company is or does by trying to sound more prestigious than you are. Let your potential customer clearly see how you can be a perfect fit for them
2. Great Minds Think Alike:
I recently read a story online about a fisherman who, no matter what, always caught the trophy fish. Many other fishermen spent as much time fishing as he did, but they were never as successful. When asked how he always seemed to succeed he simply stated, “Think and be like the fish. What are they hungry for, where do they like to swim, what are their characteristics?” These same rules apply for finding the perfect client. You need to start thinking like them. Where and how do they engage in conversation? What news sources do they utilize? What are their interests, what are their needs? You might have to do some digging, but in the end, it will be worth it. Think and be like the fish. Think and be like the client!
3. Communicate, Communicate, Communicate:
“What we got here is a failure to communicate.” A classic line from a classic movie, Cool Hand Luke, where Paul Newman’s character is in jail for a petty crime but forced to do hard labor. His boss man in the film constantly berating him and stating this line. The key to any successful partnership is knowing what your client’s needs are and making sure they understand what you need from them. Make sure everybody is on the same page. You’ll want to provide a clear marketing and PR plan that everybody understands. Make sure you are receiving clear feedback from your client as the project progresses. Preferably, you’d love a client who is consistent and optimistic when they work with you, but even if the client is not overly communicative, with the ground work laid out on their needs and yours, you’ll have a long-term partnership. You also need to remember, clients need communication from you. They will want you to be there when they need you. When everybody is communicating clearly – great things can happen!
By putting into place these three simple steps you can shift through your pile of rocks to find the perfect pebble, or should we say, the perfect client.
-Haley Corkery │ Public Relations Specialist