Attract the right clients

Posted on June 5, 2008. Filed under: marketing, small business | Tags: |

If there is one thing I try to beat through the head of small salon owners it is this:

You don’t want every client!

I could talk to you for hours (or at least an hour and a half like I did at the ABCH Summit this weekend) about why being yourself is the best way to attract clients that are likely to stay.  But I know you get tired of me talking, so listen to someone else for a minute!

Why Being You Works

Branding is that easy – letting yourself be yourself, no matter who you are or what your profession might be. Trying to fit into some idealized mold of a traditional corporate lawyer doesn’t fit many people and it also turns off potential clients.

That’s key – being you turns clients on. They resonate with your personality. They identify with who you are, because they see themselves in you. After a meeting, they might say, “Wow, he’s great – and he’s just like me!”

People – your clients – align themselves with others that they can identify with and relate to the most. If they feel some bond of interests, likes or personality, they’ll naturally want to choose you over the competition.

Of course, your clients respect your knowledge and trust your skills, too. The point is that they know that there are plenty of other professionals who have just as much knowledge (or more) and that those professionals are highly skilled, too – just like you are.

But you’re different. You’re just like them.

Read the rest here.


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