This is one of the best things I’ve heard all day.
I wish I could credit it to its source, but alas, that just isn’t going to happen, because I can’t remember.
But this quote illustrates the opposite of what often happens in business.
If you’ve read Michael Port’s Book Yourself Solid, then you know one of the first things he tells you to do is fire your worst clients. Even if they are paying for your products or services, they likely aren’t worth the stress or irritation they bring. Continue to work with them at your own discretion — and peril.
You may even find these clients to be the least profitable over time. They may give you grief every time you invoice them. You may end up spending more time on them than they’re worth.
So, it’s our job as freelancers, entrepreneurs, business owners, or marketers to follow these three steps:
I could sum this up by asking a simple question — who is your target audience?
But I’m about as tired of talking about that as I am hearing about it.
So, let me put it to you another way — you must think about who you’d like to work with and who your message resonates with.
This is another thing Port encourages us to do in Book Yourself Solid, to flesh out, in detail, the kind of people we could see having a long-term business relationship with. And yes, it’s okay to have the amount of money they’re willing to pay you as criteria!
Winning customers means building trust with them, and ultimately solving a problem they have.
I work in the music and creative industries. What problems to musicians and creatives have?
Where do I start?
Booking shows, getting better results from their shows, selling their music or art, growing their audience, getting their audience to respond to them, getting signed to a label or publishing deal, winning over the opposite sex… shall I go on?
Today, content is a key element in becoming credible in the eyes of your customers. But again, it goes back to resonance. Content that doesn’t resonate with your ideal client won’t do you much good.
Serving begins the moment a prospect becomes interested in our business or the solution we provide, and it doesn’t end until they’re no longer a paying customer.
We’ve been repeatedly conditioned to leave customers satisfied. But I will challenge that notion by saying that it’s our responsibility to create delighted customers — people who will become brand evangelists.
Though solving a problem is a critical part of what we bring to the table, that may not be enough to leave people wanting more. We need to be creating a connection, and that means going beyond the product or service we offer, and getting to know the people we’re serving.
Will you identify yourself as someone I would want to work with? I look forward to connecting with you.
You can learn more about Michael Port’s book, Book Yourself Solid here. I totally recommend it, and I’m not even getting paid to say that.
Me? I’m the founder of The Music Entrepreneur HQ, a resource that offers musicians, music business entrepreneurs, and creatives insights into mentality, mindset, and psychology. This enables them to tap into their full potential. I’m working on my second book now.