The “secret sauce” of successful businesses lies in it’s ability to attract the right kind of clients. I watched an interview with Dan Kennedy, and he was asked to sum up the most important things he learned in his successful 35 year career – and do it in 3 minutes. His reply was powerful and insightful. He said there are 2 main things every business must focus on if they want to be successful and be around for a while.

Dan said that business is about, ultimately, differentiation.

He then added a couple of points…

1. The big broad lesson is you have to find a way to connect with a constituency that will support you in a style you wish to be supported in.
2. And the match between you and that constituency has to be a great match.

Pretty simple and yet powerful.

So you have to be clear on a few things… the kind of style you wish to be supported in, or the lifestyle you desire, however large or small. And by the way, nowhere does it say that you have to be rich to be happy. There is a real power in being content with whatever you have. It’s good to have goals, and while you are striving for them, I hope you are content where you are and can take the time to breath and enjoy the life around you.

Once you know the life style you wish to be supported in, you choose the market you wish to serve and be sure to check your price points and options of services you provide. From there, you figure out what your market hungers for emotionally, and then give it to them. That is how you have a great match.

In my opinion, the relationship you have with your market has never been more critical than it is right now.

There are so many options competing for your clients time it’s ridiculous… in the world of marketing and advertising, there is social media, video, viral video, search, SEO, SEM, Adwords, PPC, direct mail, local search, database marketing, print ads, magazines, flyers, tradeshows, networking meetings, the list goes on and on. And within each of these areas there is a mind-numbing number of other options. With so much noise and chatter going on, you can see how it’s easy to become a commodity where everyone is competing on price.

In my market, my prospects and clients want to cut through all the clutter and have a trusted source they can go to. In the classic business example, they want the hole, not the drill. By immersing myself in marketing and being results driven, I provide the shortest, clearest path to my prospects and clients goals. Understand it takes time to develop trust and you must be in communication with your prospects to build that trust to the point where they see your value and reach out to invite you in to help them.

So now there is a lot more price pressure and commoditization pressure you have to find a way to avoid. So it’s in the unique relationship, in the connection between you and a precisely chosen constituency for whom you have crafted a business.

The real magic, if there is any, to have a great fit between you and the market you serve.

So figure out what you want, what your market wants, and devote all your focus on giving it to them.

Blessings

Chris.