Focusing on Your Perfect Client


Who is the perfect client? That depends greatly on your industry and business model. Often business professionals, particularly new business owners, mistakenly believe that everyone is their customer. They are not nor should they be. Additionally, your profile of the perfect client will change as your business grows.

For example, “Kate” has just opened a print shop. This is her first time as a business owner. She wants to provide quality customer service to everyone and anyone she can. Currently, her clients are people in the neighborhood who need small print runs of one to 25 pages. That’s a good way to get the buzz started and to cultivate a base of customers. But Kate can’t exist on just the work she gets from residences in the area. She needs to take a look at the local businesses and keep expanding that radius outward. She might consider looking to see if there is a particular industry that prints more forms than others, such as medical groups, or that needs booklets or pamphlets, such as a community college or human resources firm.

How to ID Your Perfect Client

Kate needs to determine who her audience is and what their needs are. To do this, she may need to speak with:

  • Other printers about their experiences and possibly creating a mentor/mentee relationship
  • Professionals who have similar clients to hers such as copywriters and graphic designers
  • Organizations such as the local Chamber of Commerce or a networking group
  • Current clients and how she can better fulfill their printing needs


Besides getting advice or support from others, Kate must also factor in where her passion lies and determine which industries those talents would best serve. Once Kate can give a face to her perfect client, then she can begin to cater to that individual or industry. That doesn’t mean she can’t still work with residents in the area. She still can as long as she has other clients who can bolster the workload.


How to Market to Your Perfect Client

How should Kate market to this base? It depends on what their needs are. For example, if they are continually feeding projects through her print shop, maybe she can develop a package plan that will save them money in the end, or offer special, limited deals for clients with larger jobs. The idea is for Kate to get clients to value what she can do for them so that they won’t look elsewhere to have their printing done. Her objective is to:

  • Gain their loyalty
  • Get them to appreciate your expertise
  • Be more than willing to pay her for that expertise
  • Get them to recommend her to others who can help grow her business
  • Proceed with projects they have put on hold due to cost effectiveness, etc.


Kate can create a successful business by developing a variety of customers—some her ideal clients and others as a supporting cast, each bringing different demands to her business, but all contributing to its overall growth.


Robin Kellogg is a local writer and owner of Robin Kellogg Associates, which helps businesses with their marketing and communications. She is the author of “12 Easy Steps to Better Business Communications”, available on Robin can be reached at or via her website at


Five Reasons to Hire a Copywriter

One of the biggest barriers I face with potential clients is explaining the benefits of hiring someone to write their marketing and business communications materials. They often tell me that a) they write their materials, b) their teenage daughter or son is an ace at copywriting or c) they don’t want to spend the money to have someone else do it. I try to educate them on the difference between being a decent writer and being able to deliver a message to a specific audience in a way that is non-threatening, and touches them on an emotional, intellectual or spiritual level.

Luckily the majority of my clients are savvy professionals who realize that their time and energy should be spent on what they do best—running their business–and not on creating content for the website, blogs, brochures, advertisements, articles and so on.

Below are five reasons why using a professional copywriter to create content for your marketing and business communications will help to focus and target your message, increase your credibility, improve your ability to found online, and have a positive impact on your bottom line.

  1. Save Time, Save Money, Reduce Stress. How many hours, days, weeks and dollars have you spent trying to figure out what to say and how to say it? We all know what we want to communicate, but wording it so that others will feel a connection with our message is often problematic. I work with my clients on their message and how to present it to their target market.
  2. Create a Message that is Clear and Easy to Understand. How many times have you received marketing or business communications cluttered with industry buzz words or indecipherable acronyms? I write your message so that your customer will embrace your company, your product and your service.
  3. Be Found Online. I work with web designers and search engine optimization experts to make sure that your main keywords or keyword phrases appear in your title, subtitle and throughout your text, making it much easier for internet search engines to find you.
  4. Brainstorm ideas. When you hire a copywriter, you’ll be working with a professional with whom you can bounce off your ideas and receive sensible feedback.
  5. Make Your Company’s Image Shine. Your written business communications are your calling card. If they look amateurish, filled with typos and misspellings, so do you. To keep your level of professionalism high and your position as the expert in your field, hire a professional copywriter and have it done right the first time.

Visit my website at or email me at I’d love to hear from you.


Stay Mum on the Minute Details

Have you ever been a room with a salesperson or business owner, and all they want to do is tell you about the minutest details and specifications for their productor service? Obviously what they are talking about is of interest to them; oftentimes it’s their passion. What they don’t understand is that the same topic that can pique their interest may also put you to sleep, or just complicate

I’m not asking you to skirt around issues or avoid answering questions that are posed to you. I’m suggesting that when you are presenting the information, whether it is on your website, in a brochure or in a marketing letter, that you give your customers the option to look for more information—on an as needed basis. You can do this by creating links to other pages on your website or by encouraging your clients to request any information they require to make an informed decision.

Giving your customer too much technical information up front may cause your customers feel as if they can’t relate to you, which, if you haven’t already guessed, is a good way to lose business. Instead, focus on finding a solution for their problem; they’ll be delighted with you. Believe me, if they want more information about your company or your product or service, they
will ask for it.

Shh in Colour


Stay Focused on Your Goal














Goal Red Word And Conceptual Target
We all have a thousand and one things on our minds in the course of a day, creating a lack of focus at times. Unfortunately, this is often reflected in our business communications.
Have you ever received a sales letter that starts out discussing one topic and goes off on a tangent? By the time you get to the end of the letter you’re not sure what the point of it was. And that is where you lose interest. The same thing happens to your existing and prospective clients when they receive something from you that is too scattered in its message. To stay on track, use the following formula. It is a standard public speaking formula, but can be just as effectively applied to business writing. It goes like this:
Tell them what you are going to tell them. (This is your introduction.)
Tell them. (This is the body of your text.)
Tell them what you just told them. (This is your closing.)
If you’re unsure how to start this process, begin by making a list or outline of
what you want to get across to your clients. This should include your main message, the way in which you want to present it, what actions you want them to take once they have read your communication, and what impact that will have for them (in other words, how it will solve their problem).
By staying focused in your marketing message, you’ll not only clearly and effectively tell your clients what you want them to know, but you’ll do it in such a way that they won’t even know you’re selling to them; only that you want to make their businesses and lives more efficient, easier, structured, etc.





Ask Your Customers What They Want…Then LISTEN for Their Response

There is an assumption among some business professionals that they know what their customers want and when they want it. This attitude may have bolstered their self-confidence levels, but it has done nothing for their sales. Unless they possess the gift of clairvoyance, it is impractical to make this assumption. The only way to determine
what your customers want or need is to ASK! Turn the tables for a moment. When you are looking for a product or service, do you appreciate it when the business professional across the table from you tells you what you need? Of
course you don’t, because the only person who knows what challenges you are facing is you. If the vendor or service provider doesn’t ask about your particular needs, they are only working with partial information and forming assumptions from that. In the end, they’ve usually made a poor guess at what you want.

But wait…there’s more. Once you’ve asked your question, tune in and shut up. Truly listen to them, even if it takes them a few minutes to formulate their answer. Don’t give into the need to say anything. It’s their turn now. You’ll be pleasantly surprised at how much information your client willing gives up when you aren’t constantly interrupting their conversation.

Being an expert in your field does not translate into being a know-it-all. It means understanding that each client is unique, has their own set of challenges and requires your undivided attention to help them figure out the best product or service to solve those challenges. When you do this you let your customer know that you meant what you said when you asked them: “What do you want?”