Page 33 - Duct Tape Marketing

Duct Tape Marketing

attraction and how marketers create inbound marketing paths to their
business. For example, if you know your narrow market enjoys tech-
related conferences, show up at a few of these or even work to get on the
stage. If they are active in civic or nonprofit causes, you might look to
create partnerships with these types of organizations.

Step 5: Create the Biographical Sketch
Finally, once you are able to pull together profit, propensity to

refer, demographics, and behavioral markers, you have the making of
what I refer to as the ideal client biographical sketch.

The idea here is that you create a picture of your ideal client
through the use of words and images that is so rich, just about anyone
could conjure up a vision of such a client. The key question to answer
for youself—and then ultimately for your staff, partners, and referral
sources—is this: How would I spot the ideal client?

You may have different profiles, and that’s okay too. Just give them
different attributes and name them—either Bob and Susie or Needy
and Squeezy.

If you draw a picture to accompany the “how would I spot” question
and then hold that picture as the filter for every marketing decision—
“Would this appeal to Bob?”—you’re on your way to building a business
that every ideal client will recognize is built just for them—and that’s
something people will pay a premium for.

Use Social Media to Add Focus

Getting psychographic and behavioral data on a market is a common
practice for marketers, as it adds much richer information than statisti-
cal data can. Collecting this kind of information used to be expensive
and more aggregate than personal. Social media adoption has altered
this piece of the puzzle in interesting ways. People joke about folks

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