In Duct Tape Marketing, we define marketing as getting someone, with a particular need, to Know, Like, and Trust us. I think the "Know" portion of this definition is often viewed as just "getting our name out there" and is often used to rationalize some of our activities. It allows us to check "do marketing" off of our to do list.
Being known is only a first step. In order to take your business or practice to the next level, you have to be known for something particular. Our business cannot be all things to all people.
Deciding to become known for something particular can be scary. We must define the types of prospects we don't serve. This feeling that we may be losing business (that we never had) can make us feel uneasy.
As you become more successful, you will attract more prospects to your business that do not meet your Ideal Client Profile. It is important that your marketing system includes a mechanism to deal with this situation. Have you identified strategic referral partner who may be able to help these folks better than you can? This can be a great way to create a win-win-win situation that allows the prospect to find someone who can serve their needs while continuing to build your reputation as a trusted advisor.
