Eliminating the time wasters

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Marketing is all about attracting business. Good marketing attracts your ideal clients. The ones you love to work with, the ones that pay well and are profitable.

Poor marketing is bland and attracts everyone. It brings in people who are not the ones your really want to spend your time on. They may be shopping on price, or looking for a service or product that is not your core business. It wastes your time and theirs.

Here is where Porsche and Nigerian scams have a common marketing strategy.

Let’s start with the Nigerian scams. The emails you receive from General Gimmeyourmoney are poorly written. They are full of poor grammar, spelling mistakes and the concept is so absurd you’d have to be a complete idiot to get sucked into it. Which is exactly the sort of person they are looking to attract. They don’t want their time wasted with smart, street savvy people who can see through the scam. They actually want to weed those people out early.

So 99.999% of people ignore it, delete and scoff at how stupid it is. But .001% (stats are made up on the spot here) bite. They get sucked in. And these people with poor judgement are exactly the target the “Nigerians” (more often based in another country) want.

And what about Porsche? Well they too want to weed out the tyre kickers. So in their glossy marketing information they inform you that for you just $6,000 a month you too can have one of these beauties. Now for most of us, $6,000 a month is a lot to commit to a purchase which does pretty much what your existing mode of transport already does. So it weeds out those who are not in the price bracket to play.

And in both cases you are left with the ones you want.

It all comes down to being clear on who your ideal client is and also who you don’t want to attract. The more specific you can be, the easier it is to attract the quality enquiries that benefit both you and the customer.

With videos it’s all about the message and connecting with your audience. Be clear and specific with your message and you’ll achieve better quality results.

If you are looking for some creative solutions to get your clients to take the critical next step, give us a call on

About Geoff Anderson

About Geoff Anderson

Geoff Anderson is the owner of Sonic Sight and has been producing videos for 30 years. He is an author, presenter as well as a video producer.

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