QUOTE OF THE WEEK

“In the broad definition, the meaning of the word LEVERAGE means the ability to do more, with less.”

Robert Kiyosaki

The Art and Science of Getting The Best Buyers

What would it mean for your business, if you only worked with your dream clients?

The following strategy I’m about to share with you has helped more companies double their sales faster than any other single strategy we’ve used to help our private clients.

Here’s how it works for your business.

Essentially your business has two categories of prospective buyers:

A. You have your best buyers – those buyers who would be a dream to work with.

B. Then you have the rest of your prospective buyers who don’t fit the “dream” category above.

Who are your best buyers?

These are usually those people within your target market who have two things:

1) the biggest, burning need for your services or products, and

2) those who can easily afford to pay for them (the biggest budgets and/or are the most affluent).

Why is this simple idea so important?

Because marketing to your best buyers will be a lot more effective than investing your marketing dollars on targeting all your buyers. For example running an ad campaign that combines social media ads with direct mail advertising to 250 of your best buyers is going to be a lot less expensive than marketing to an entire audience of 10,000 “all buyers.”

But it’s how you market and sell to these dream buyers that will determine whether you actually get them.

For example, one of our clients manufactured and sold home stairlifts (those little motorized chairs that get attached to stairs so people with mobility challenges can stay in their homes).

The company was an industry disruptor of sorts because it had created a stairlift system that was lighter, less costly and could be installed (or uninstalled) in an hour with no damage to the walls. Our client was growing but not as rapidly as their investors wanted, so they hired our team as their own outsourced marketing department which meant they could save on employee costs and overhead, and get faster results for a lot less.

When we started working with their Chief Marketing Officer, he had a database of 27,200 potential buyers. Our team did a market analysis and found that 86 companies in their target market bought 76% of the home stairlifts in twenty key metro areas. None of these 86 companies were current buyers, but each of them were heavy hitters in our client's key metro areas.

So, by focusing intently on marketing to those dream 187 buyers (which incidentally used a well-written book as a key lead generator), we were able to get 24 of these dream buyers to buy from our client within the first year.

That alone doubled our client’s sales and suddenly executives who had never heard of our client before were now hearing from us on a very regular basis. We helped double their sales again the next year by bringing in another 31 of their dream clients the next year, and in the third year got the rest with the exception of 5 who stayed fiercely loyal to their existing supplier.

Your best buyers buy more, they buy faster and they buy more often than your other buyers.

These people are your ideal clients.

No matter what else you’re doing in your marketing, you should prioritize marketing to your Dream 100 (or whatever number is appropriate) in a way that is interesting, engaging, but also very frequent.

And in case you’re wondering, doing only digital marketing to your Dream 100 is not going to be enough to win their attention and trust. Everyone does digital advertising and it’s so easy to block an ad or delete an email. Your highest value clients need high value, high touch marketing in the traditional sense – carefully crafted direct mail pieces, research reports, case studies, a book that answers their most burning questions etc. Poor quality marketing will just be annoying. Make sure your marketing is “valuable enough that someone would pay you for it!”

A second advanced growth strategy, is to also apply this exact same principal to your dream affiliates. Who are your Dream 100 affiliate companies who you could partner with and who could send you more business than you could handle?

Once you understand the power of this strategy, you’ll never look at marketing to your target market the same way again.

Here’s to you growing your company “smarter not harder” using the Dream 100 strategy!

On a personal note, we had spectacular weather this weekend and it was perfect to take my horse, Cooper, out to explore new trails in the forest.

Unfrotunately we got hopelessly lost (there are over 4000 acres) and had no cell service, but fortunately Cooper has his own in-built GPS system so I just let him lead the way and hoped for the best. It took us an hour extra but he did it! (Did you know most horses have an incredible ability to always find their way back to where they started - whether that's home or a horse trailer?) Here's a photo of me wondering if that hut in the background might be good place to sleep in, LOL.

Hope you have a great week!

Julie Guest
Marketing Consultant & Chief Strategist
​Bolder&Louder - Extraordinary Advertising​
​Premier Physician Marketing​

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"If there is a book that you want to read, but it hasn't been written yet, then you must write it."

Toni Morrison

Author Tip #2 Purpose driven writing and the big WHY

Why are you writing your business book?

Why is the topic you want to write relevent to your clients?

Why would someone read it other than your mom, dad or family members?

Answer these big why questions before you start the journey into being an author. The answers to your big why will be the reason your book sets you above your competition.

Determine your books purpose. The purpose is what turns your book into the gift of knowledge for your dream clients. Your book will help your clients achieve "more money", "more health" or "help them to tap into hidden talents."

By determining your why before you put "pen to paper" (or in this case answers to our "Capture Your Genius" interview questions"), you find the foundation that will become your "platform". This is what will drive your book into the hands, hearts, and minds of your dream clients.

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Lunch Break Books How We Can Turn YOU Into an Industry Thought Leader With Just 60-Minutes of Your Time.​
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​It's time to make authoring a book "someday" to becoming a published author, today using our proprietary "Capture Your Genius" method. You talk, we do all the heavy and turn your wisdom into a brilliantly written book that captures your voice and uses stealth selling techniques to build trust and rapport, provide enormous value, and motivate your prospect to take action.

Schedule Your 30-Minute Discovery Call and Let's Talk About Your Book Idea.

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Season 3 of The Client Stampede Podcast is launching later this month!
Meantime there are 125+ episodes to help you get more clients. Each episode is usually short sometimes funny and always packed with tools, tips and strategies to keep your business ahead of your competitors.

Subscribe on iTunes.
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CLASSIC EPISODE #104

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LISTEN NOW

Listen to more Client Stampede podcast episodes on iTunes.

Here are the eight most popular episodes trending:

8. Episode #1​6 Brilliant Beer Company Marketing

7. Episode #106 The Real Reason Prospects Push Back On Price

6. Episode #23 The Disaster Audi Buying Experience

5. Episode #100 How to Become an Expert to Your Dream Clients and Author a Good Book in 60-Minutes

4. Episode #93 A Funny Branding Story

3. Episode #94 Branding Demystified

2. Episode #95 How To Build A Power Brand

1. Episode ​#21 Don't Make Shaquille O'Neal's Multi-Million Dollar Mistake

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No Phones At The Table...

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​Adventures in A-Eye (Get the Pun?)

Here's an example of how to insert your product or service into the global conversation of whatever happens to be making headlines at the moment. While Chat GPT has been garnering millions of dollars in free media attention, this eyewear company seized the opportunity to join in on the global conversation by doing a spoof of the AI theme. But they didn't stop their. The ad agency (not us) used the AI imagining tool Midjourney to create the models, the landscapes, and the wardrobe before adding their eyewear. Talk about a great way to save on the cost of models, makeup artists, expensive sets and wardrobe design!

Is Your Business Doing $2M to $50M+?​
​Ready to Scale? Want More Clients?

Your roadmap is waiting

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Monday Marketing Gold is produced by Julie Guest and Bolder&Louder © Copyright 2023 All Rights Reserved.