Customer Targeting

It’s one of the hardest things to hear after you’ve put real care into a quote. The natural reaction is to wonder whether you’ve priced yourself out. Should you knock a bit off? Offer a discount to get it over the line?

It’s one of the hardest things to hear after you’ve put real care into a quote. The natural reaction is to wonder whether you’ve priced yourself out. Should you knock a bit off? Offer a discount to get it over the line?

For most service businesses, the answer is time. How many hours will this take? How much effort goes in? Add a rate, and there’s your number. It feels fair and logical. But it quietly holds a lot of good businesses back.

Your customers aren’t really buying your hours. They’re buying what changes because of them:

Have you ever had someone open every email you send, click through to read more, and then… nothing? It’s one of the most frustrating things in marketing. The interest was clearly there. So why no enquiry?

Run time: 58 Seconds Prefer to read this week's Ideal Marketing Minute? Have you ever looked at a competitor's website and thought, that sounds exactly like us? Same promises, same "what makes us different" section, almost word for word. It's a strange feeling, and it...

Run time: 58 Seconds Prefer to read this week's Ideal Marketing Minute? Why do two businesses offer much the same thing, yet one gets a stream of enquiries while the other hears nothing but silence?  Often it comes down to trust. When someone is weighing you...

Run time: 1 Minute 04 Seconds Prefer to read this week's Ideal Marketing Minute? Have you ever tried to buy something, given up halfway, and never gone back? Most of us have. And the frustrating part is your own customers may be doing exactly that, without you ever...

Run time: 1 Minute 06 Seconds Prefer to read this week's Ideal Marketing Minute? You've probably heard the classic sales advice: don't sell the drill, sell the hole in the wall. It's a good start. But here's the thing - nobody actually wants a hole in the wall...

Run time: 1 Minute 35 Seconds Prefer to read this week's Ideal Marketing Minute? Have you ever noticed how competing on price sneaks up on you? Nobody decides to do it. A prospect asks for a discount, so you give a little. A competitor undercuts you, so you match...

Run time: 1 Minute 26 Seconds Prefer to read this week's Ideal Marketing Minute? The answer is not what most owners expect. We like to believe we buy logically, comparing options and choosing the sensible one. But most buying decisions are made emotionally and...