Let me tell you a story…
A lady messaged me and said “Claire, I’m at the end of my tether. I’m thinking of giving up my Reflexology business because this marketing thing is too hard. I’ve spent a fortune on ads, I’ve got a website and people still aren’t buying.”
Sound familiar?
So I asked her: who do you want to attract?
She was stumped. Her answer was “anyone who wants reflexology.”
And there was the problem.
The Problem With Marketing To Everyone
Her business was hands-on, so she could only see a limited number of clients each day. She had young children and could only work one and a half days a week. People would only travel so far for reflexology, so her catchment area was maybe 10-15 miles.
And here’s the thing – she loved working with women having fertility issues because she got amazing results. But she hadn’t mentioned this ANYWHERE because she was scared of putting off people who didn’t fit that description.
As a result, her ads were aimed at anyone and everyone. They didn’t mention her town, didn’t mention women, didn’t mention fertility. They weren’t talking to ANYONE in particular. She was trying to attract everyone – but actually attracting no one.
She Only Needed 10 Clients
She only needed maybe 10 regular clients, with a few new ones each month to replace those who drop out. Since she needed so few, she may as well attract people she LOVES to work with.
Her fertility clients all loved what she did and left feeling amazing. And those ladies don’t want general reflexology – they want specific help from an expert in their field.
The Right Message Attracts The Right People
We rewrote her marketing to speak directly to her ideal client. Something like: “Struggling to get pregnant? Tried reflexology? Book your taster session in our Middlesbrough treatment room.”
Most people will take no notice of that ad. And that’s exactly the point.
Unless they’re local and struggling to get pregnant. The RIGHT women will see that ad and contact her. The RIGHT women will see her as a godsend. The RIGHT women will value her and recommend her to friends.
She doesn’t need to say ‘no’ to anyone who wants reflexology. But she won’t MARKET to them. She’ll focus her limited time and money on attracting the people she loves to work with.
Now – how can you apply that to YOUR business? Off you go!