Your Dream Clients
Copyright (c) 2006 Kelly Robbins
It doesn’t matter the size of your business or what
industry it is in, I recommend creating a list of the
clients you would looooooove to work with — your dream
clients. This is a list of large to medium size companies
that are your ideal prospects. You are going to spend the
majority of time, marketing efforts and energy targeting
this group of people.
We all have a limited budget for marketing. That’s just
life and you need to make due with you’ve got. Your job is
to get the most exposure and the most response for every
dollar you spend. The best way to do that is to be very
targeted to the people you send your message to, and spend
your energy on.
You should also know that most people are, on average,
exposed to over 3,000 advertisements a day. Because of this
over exposure to advertising most people won’t remember or
recognize your message until their seventh or ninth
exposure to you. Spending your limited time and budget on a
smaller very targeted group of prospects, is the best way
to get your prospects attention in the shortest amount of
time.
So, how do you get started making a list of your dream
clients? If you have narrowed your niche and identified
what your ideal client looks like and who they are (say
chiropractors and others doctors involved in natural
healing techniques), you may look for and identify some of
the largest practices in the area or the country, and add
them to your list.
Where do I find these people? Always be looking for
prospects to add to your dream client list. Look in the
business section of the paper, online, with products you
use, names you hear about from others. Also know that this
wonderful list of yours is a working list. Take prospects
off as they become clients; you’ll also take prospects off
if you either decide they will never use your services or
that you don’t want to work with them.
Once you add a prospects name to your list you will start
doing some work. Call and find out who you need to talk to.
The practice manager or marketing director? The CEO? Find
out who they are and get as much contact information as you
can. Phone number, mailing address, fax number - whatever
you may use for your marketing efforts. And then get busy.
These dream clients will get our most expensive and special
marketing attention. We won’t just stop at sales letters -
what other marketing techniques can you think of to stand
out from the crowd in their eyes? A colleague of mine made
a CD about her company and sent the CEO a CD player to go
with the CD. THAT got somebody’s attention!
You will still do talks and marketing and other things to
become known in your niche, but this targeted group of
dream clients is who you will save your special stuff for.
Sometimes this dream list is also called a “top 100″ or
“dream 100″ list. Your list may be 20, or it may be as
large as 500. There is no set number. 100 is a number that
is thrown around a lot and is a good goal. Also know that
the size of the list can and should fluctuate as you work
it.
Let me summarize all of this for you:
1. Identify your niche
2. Look for medium to large companies to target your
marketing
3. Always, always be looking for prospects to add to your
list. Look in unusual places too.
4. Once you pick a prospect, find out who your contact
would be and get all the information you can about them.
5. Market like hell. Be creative and don’t stop until you
take their name off your list.
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About the Author: Author of Healthcare Copywriting Secrets
Revealed, Kelly Robbins is a healthcare copywriter and
marketing coach/consultant. She also publishes The
Healthcare Marketing Connection
(http://www.healthcaremarketingconnection.com), a free
e-zine on healthcare marketing tips. Contact Kelly to
receive her free report, “5 critical things you must know
when writing for the healthcare industry” -
info@KellyRobbinsLLC.com or 303-460-0285.
