Marketing tool to get New Clients
In life, in business, in anything -- you can’t hit a target you can’t see. So if you want more ideal clients, why not create targets of those ideal clients?
You may have been told how to create a clear picture of ideal clients using “customer avatars” ... or with demographics like age, income, and other stuff. And those techniques all work.
Yet, when it comes to creating a picture of my ideal clients, I like to use ... pictures.
That’s why I find pictures of my favorite clients, tape them on 3x5 cards, and put those cards on my desk, where I can see them each day while I work. Take a look at the card for a client I’ll call JH:
But I go beyond pictures. By adding a few words and sentences to those 3x5 cards, I transform them into the marketing tool to get new clients – the ideal client card-that build my business every day. And they can build your business, too.
Let me tell you why I write on each 3x5 card, then I’ll tell you what I write.
First, the why. It’s important. In the book, Smarter, Faster, Better: The Secrets of Being Productive in Life and Business, Charles Duhigg tells the story of how a failing elementary school used 3x5 cards to skyrocket performance -- the number of students meeting state guidelines increased by 300%.
With no extra spending. And no new technology. In fact, South Avondale Elementary school, in Cincinnati, actually did away with online dashboards that showed student data at a glance. Instead, teachers were required to manipulate information by hand. As Duhigg writes on page 243:
Rather than simply receiving information, teachers were forced to engage with it. By scribbling out statistics and testing preconceptions, teachers had figured out how to use all the information they were receiving. [It] had made data more cumbersome to absorb -- but more useful. And from those index cards and hand-drawn graphs, better classrooms emerged.
At the start of the semester, teachers were told to create an index card for every student in their class. Each week, they wrote the latest test scores on each student’s card. Teachers also grouped cards according to who was improving or falling behind. “The rule was that everyone had to actually handle the cards, physically move them around. Everyone hated it, at least at first,” said one teacher.
Then, teachers began to spot trends and patterns. They traded ideas and tips.
One teacher suggested giving the same reading assignment to students living in the same neighborhood -- and test scores went up. Students were doing their homework together on the bus home, according to Duhigg.
By handling the 3x5 cards, teachers gained a deeper level of understanding of each student. According to one teacher, “It forced me to look at them one by one and ask myself, what does this kid need?”
Within 8 months, the school’s overall test scores more than doubled. And, it bears repeating, it was done with no new spending and no new technology. In fact, the results came after removing technology -- using humble 3x5 cards.
So, I thought, if a school can increase test scores using cards to track student data, why can’t I increase revenue using cards to track client data?
Thus, the marketing tool to get new clients was born.
Since starting this experiment 30 days ago, I have:
- Received DOUBLE my monthly retainer from “MT.” Twice. He insisted on buying more hours from me. Perhaps it was because I flipped his Ideal Client Card over in my fingers every day, thinking of more ways to be of service to him. In any case, I gained an extra $5,994.00.
- Won a new retainer client from the same referral source as “JH,” the client whose card is pictured above. I’ll be doing the same kind of work I do for “BD,” another ideal client whose card I physically interact with every day.
- Got a referral and the promise of a new project from “AC, another client I pay even more attention to, thanks to his Ideal Client Card.
Now, is all of this new business due solely to the Ideal Client Card? Of course not. But am I going to stop this experiment and pay less attention to my ideal clients? Hell no. I physically touch and write new details on my Ideal Client Cards every single day. And I suggest you do likewise.
Here’s How To Create the marketing tool to get new clients:
Your Own Ideal Client Cards
1) Any 3x5 card will do. There’s one enclosed with your box this month, so use that one.
2) Tape a picture of your idea client on the card. Privacy is dead, so this is easy. Find their picture on LinkedIn, Facebook, or elsewhere.
3) Start tracking the data. What are your key performance indicators? Start tracking the facts and numbers every week or month. This is how you spot trends and gain insights. Here’s what I track:
- Retainer or single project: My idea clients are on retainer, so a big letter R goes on the card next to their name
- Start date: When did they first buy from you? This helps track total lifetime value. JH, the client in my example, started on 2/15
- Source: Referral? Website? Article? JH was referred to me by another client, SA
- Monthly: This is the fee JH pays me each month, which is $3995
- Lifetime: This figure changes every month; by 6/16, JH has paid me $62,995. This figure would be invisible to me if it weren’t written down where I can always see it. Important!
- Referrals: This bothers me. The space for JH is blank. I hadn’t realized that I had not received any referrals from her until creating her card last month. Is it because she’s unhappy with my service, despite retaining me for over a year? Is it because she doesn’t want me to get so busy helping new clients that I can’t help her? I don’t know. I will ask. Without this key metric written on her Ideal Client Card, I would not have known
- Upside: This is where I jot down ideas for the future. What new projects can I do for JH to increase my value? What referrals do I want from her? Can I get her to shoot a testimonial video for more?
Now. Don’t be intimidated by that long list of key metrics ... which, really, is not long. The important thing is not to write a mini novel for each client. The important thing is to START. I created Ideal Client Cards for my top 5 clients one day over lunch last month. You can do the same.
The Ideal Client Card forces you to engage with and understand your favorite clients on a deeper level. It keeps your ideal clients top of mind, by keeping them “top of desk.” As a result, there’s really no way this CAN’T help you get more clients like your best clients. Without spending a penny on advertising or technology.
I’d say that makes The Ideal Client Card an ideal Marketing Multiplier.
One last thing. If you own a business in the U.S., you’re entitled to a Free Box of 11 Marketing Multipliers tools. Request your Free Trial Box now at www.MarketingMultipliers.com