Decide who you DON'T help
I was drawn here by the lure of Joint Ventures, but the caution is to post something else first. So much here! What can I contribute?
Well, here's one marketing mistake I see a LOT -- trying to help everyone.
A few uncomfortable truths:
* there is no strategy for reaching everybody
* an appeal to everybody is not compelling to anyone
* lose the fear of losing business--you are already losing business.
The trick is to decide what business you WANT to lose, so that you can focus your energy on the specific segment you DO serve.
"I work with people who..." is already too broad. This is not language these people use to describe themselves. There's no place they congregate around this issue. It needs to be a tribe that will recognize itself.
Interesting thing is---your offer is then compelling to people outside the tribe as well....and they will become clients too.
My two cents!
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