Everybody’s different, right. OF COURSE! Some of us are aggressive-relentless-always-in-motion-go-go-go-all-the-time types. While others are…well…calmer…and…you know…l-a-i-d b-a-c-k… And still others fall somewhere in between.
What Does This Have to do With Marketing?
Brilliant insight, right? Yeah, not hardly. But there is a point to my seemingly inane observations…
Recently, I’ve discussed what constitutes a bad client. And I’ve dived into how to attract your ideal clients. But there’s a wrinkle in “bad client” Vs. “ideal client” scenario. And it impacts your marketing…
It’s possible to attract a good client (in other words, a client that’s not a total monster to work with) and perfectly conforms to your ideal client criteria, but STILL isn’t a good match…
Confused? That’s understandable, it’s confusing. Allow me to elaborate…
Quick Case Study: Jeff Walker + The Product Launch Formula
Jeff Walker, inventor of the trademarked “Product Launch Formula” is an internet marketing guru in the truest sense of the word. The vast majority of products (information based + physical) launched and sold exclusively online today use Jeff’s PLF technique (or some variation of PLF).
From Financial Advisor to Internet Marketing Guru
Walker started his online business selling investment tips and financial strategies. But when his partner in that enterprise pivoted in a new direction and left him behind, Jeff decided to create a business around the launch formula that had made his investment advising business such a success.
As a newly minted online marketing consultant, Jeff was happy to usher in eager new clients. And boy did he! In fact, excited would-be product launchers came in droves. Eventually, Jeff refined his business and began working more as a one-on-one coach. In his shift toward coaching, Jeff had an important realization…
Personal Style Matters
Jeff’s personality is not overtly aggressive or high intensity. He self-identifies as a l-a-i-d b-a-c-k kind of guy. That’s not to say he isn’t driven. He’s made millions on his own. And helped his students and clients make tens of millions (if not more). But high intensity, Jeff definitely is not.
Given his personal style, Jeff realized overtly aggressive, high-intensity clients who sought out his coaching services just weren’t a good fit. They were often anxious, frustrated and generally dissatisfied with Jeff’s approach.
To avoid attracting this type of client, Jeff made a conscious effort in his marketing to present himself and his approach as laid back and easy going. And eventually, the vast majority of the clientele Jeff attracted were of the laid back, easy going variety.
What Does This Mean For Your Business?
Whatever your personal style, your marketing should match. Because even if you attract easy to work with clients meet your ideal criteria, if your personal styles clash, you’re headed trouble.
What’s Your Personal Style?
Are you amped and aggressive? Or calm and relaxed? Or somewhere in between? And whatever your style, how has your approach impacted your business? Swing by my Google+ page and share your experiences!
