What is up WF offliners. Stopping by for a look-see

If that's the way I come across(even though that's about the opposite of the way I feel), I'll own up to it and apologize. I tell my children, you're responsible for your own communication whether it's what you meant or not. I don't think of myself as better than anyone else, or everyone else is a loser if they don't do it my way. Pay attention to my posts all I have ever done is preach empathy and caring more for your clients than you do about your own results. I think many people on this forum are sold pipe dreams by people who haven't done anything but sold pipe dreams, and I think many approach this business all wrong.

I obviously chose a poor term by calling mom and pops bottom feeders, I didn't mean it in a condescending way. I used it technically correct- according to Merriam-Webster a bottom feeder is one that is of the lowest status or rank, rather than the negative connotation of an opportunist. I meant the bottom half of all the businesses in a certain industry. A better way to phrase it would be the distinction between the self-employed and a true business owner. I've done a ton of research on this subject because it interests me. I find it very interesting the dichotomy between businesses in the same field that make $100-200k and ones that make $10M. Even a business in the same field that makes $500k is very different than one who makes $100k. What is it that makes them different, and why is that some business owners in the same field can start up and go almost immediately to $1M or greater in sales, and some business owners after 30 years in the field never go above $200k?

Here's the problem, if you choose to market your services to the self-employed you've chosen a much harder path. They are harder to sell to, harder to collect money from, and harder to keep long term. And the next distinction is only market your marketing services to those who are already investing in marketing. That's it, in a nutshell. The numbers are arbitrary. If you follow those guidelines you're more likely to succeed. It has nothing to do with doing it like me, and everything to do with knowing your market. If you had $1,000 to market with and you could generate 20 appointments with self employed business owners and 20 appointments with business owners who already market, a halfway competent salesperson would close more business with the business owners, make more money per client, have happier clients, and keep those clients longer. I think marketing to the self-employed is a recipe for frustration and failure.

I've thought about it quite a bit over the years. Why do the offline crowds market to the self-employed. And I think the reason why is because we market where we feel the most comfortable, where people are the same. Much like Rus here works with roofers. Everyone feels comfortable working with and talking to people that are like us. If you're like 95% of the offline marketers in this forum, you're probably self-employed(or still employed). You may have a handful of outsourced staff, but it's not common for someone on here to have a full fledged agency. So the people that are like you, that are comfortable, that are "safe" are the self-employed. It seems like it would be harder talking to larger businesses, but it's mostly internal. They are no harder to talk to, and in fact if you know what you're talking about, they are easier to talk to.

If you're just starting out then my recommendation would be you only market to centers of influence. Go do free work for a computer consulting company, an accountant, a printer, a business insurance company, etc. Knock their socks off and then tell them what your perfect client looks like, help them give you referrals. Do this five times, and you'll have a sustainable business that will grow for years. That's exactly what I did way back in 2006. I worked for a COI for a small fee, and made well into the six figures with referrals over years from that one bit of work I did.

So again, sorry if I came across as condescending or rude, that was not my intent. I have no issue of people being where they are in their business. But I stand by whole heartedly my belief that you should only market to people who can afford, want and are already using your services to some extent.

mjbmedia - I knew what you meant.

this is a good thread IMO

take MRomero's adivce on small projects 1st, and how to go after a bigger biz. (with 1-2 marketing people)

add Michael Hiles input, and new people can come in as "project managers"

with Ken's advice on good Questions, and MJB on spelling out that the #'s making business

sense, then it's a solid track to start out.

beats a WSO for 9.00!