Thinking small does have its benefits! I was on a coaching call with one of my TCE member clients and the focal point of our conversation was a topic I frequently have with colleagues. And, I want to share my thoughts to ensure that you’re making the most of your marketing efforts and seeing results.
Some of you may have heard what I’m about to share while others haven’t. So if what you read sounds familiar, it’s my hope that you’ve taken action when you first learned about it. But if you haven’t taken action yet, let my posting serve as as a reminder of what could be.
Unfortunately, many career professionals think if they specialize or cater to someone specific that they’re limiting the number of potential client leads they can attract. Not true. Knowing who you serve is what plays to your advantage.
Positioning yourself as a “generalist” and marketing your services to a general audience means you’re not speaking to anyone in particular and if you’re not speaking to anyone specific, how can you effectively and strategically market to their needs or address their concerns so they know you’re the career coach or resume they need to connect with for their project?
Thinking small can produce big opportunities. So what do I mean by “thinking small?” I mean know who your ideal client—be very clear about who you serve. Tailor your website copy, email communications, and any other way you communicate to meet the needs of your target market. Not only will it help position you as an expert in your field, but also as a specialist, sending job seekers a clear message that “you get them” and they can rely on your expertise to help them overcome the challenges they face when it comes to their job search.
To give you an example of what I mean, let’s say you’re having heart problems and your doctor is a general practitioner. Chances are your doctor will recommend you to see a heart specialist to do further testing and determine how to best treat your condition and rightfully so because that doctor is an expert in his field.
Now, if you’re having heart issues, who would you prefer treat you for your condition, a general practitioner or a heart specialist? I know if it were me, I’m seeking care and treatment from a heart specialist.
You can attract more attention faster by “thinking small” and catering to a specific audience, which is why I can’t stress enough how important it is that you know who your ideal client is and the significant role it plays when it comes to your business.
An ideal client isn’t just any client. An ideal client is just that—ideal. It’s someone you truly enjoy working with and is a perfect fit for you.
Knowing your ideal client means… no more clients who suck the life out of you or drain you, no more procrastinating to work on projects that literally make you feel sick when you think about them but know you have to follow through, and best of all no more taking on clients just because you need some money to pay the bills!
There are countless people facing career changes and they’re desperate for qualified help. So how are you taking advantage of this vast opportunity of job seekers searching for the career services you offer?
Your Assignment: Create an ideal client profile to define who it is and be as specific as you can so you can be more focused on the needs and wants of your target audience and tailor your service offerings around them.