Are You Attracting the Right Prospects?
BNET Australia Contributors
Aussie Rules
Biography
BNET Australia Contributors
Brian Haverty is editorial director for CBS Interactive Australia and is responsible for the company's BNET and ZDNet Australia sites.
Robert Gerrish is a coach, author and professional speaker and the founder of Flying Solo, an Australian online community for solo business owners.
Melissa Lourenco is the HR manager for CBS Interactive in Australia.
Chris Golis is the author of The Humm Handbook: Lifting Your Level of Emotional Intelligence. He runs seminars and workshops on EQ.
Suzi Dafnis is Community Director of the Australian Businesswomen's Network.
Yvonne Adele helps organisations build a culture of ideas by teaching people at all levels to access their untapped creative thinking skills.
While any customer may be a good customer in the early days, a little way down the track the story can change.
And even in a tricky market, I don’t buy into the any-customer-is-a-good-customer philosophy. Not if you want to command a premium anyway.
In the same way that our ideal clients shouldn’t have to stumble across us by accident, nor should our non-ideal clients be continually welcomed with open arms, or retained to the detriment of our enjoyment or income.
The fashion industry are a good example to peruse.
They use a number of clear signals to appeal to their desired target audience and let their non-ideals know the score. They use strong audience focused imagery and language in all their marketing material. They reinforce this with music, attitude and sizing in-store.
As consumers we’re rarely left in any doubt regarding “is this for me?”
So what’s the equivalent in your business? Where might your marketing signals need a refresh?
