YOUR PERFECT CLIENT IS SEARCHING FOR YOU

How to Make Sure that You Get Found

By John M. Corbett

North Bennet Street School, "An Education in Craftsmanship", Since 1885.

(This article first appeared in the Spring issue of Benchmarks, the quarterly alumni newsletter of the North Bennet Street School.)

Because they are specialized, historic artisan businesses have a heavy burden to bear in finding, educating and qualifying the superior clients that they need in order to stay in business. Unfortunately, none of the artisans entered the field to satisfy a love of marketing. Many therefore neglect their marketing chores and then must make do with clients who are unable to either understand or to value historic work. A ready supply of such inferior clients has ruined and embittered many a historic artisan business person.

Since the advent of Google, however, there is no longer any need to deal with bad clients unless you happen to like to. You and your ideal, superior client are now living just a desktop apart. When this perfect client wants to find you (even before knowing your service exists), he will use Google. If he doesn't find you, it is because you haven't let yourself be found.

Google wins when they bring your ideal client useful, relevant information. This puts you and them on the same team or it should. To help Google deliver your message, make sure that it is focused and relevant to the search query your superior client is entering into Google. To create such a relevant message, know thy client, know thyself and know thy own business goals. Make sure that you address your client's concerns on your website from the very first word. Tell him exactly what is in it for him to do business with you. Tell him what distinguishes your company from all others. Do it with the same conviction and dispatch that you would bring to the task if you had your superior client right there in person. This is your first, best and possibly only chance to make your point. A sharply written message pays off both by better converting your perfect client and by better engaging the help of Google. If your message doesn't address the main concerns of your superior client, Google won't know enough about you to bring it to him.

To craft a perfect marketing message for your perfect client, you need to know exactly what he is thinking. Make it your business to know what keywords he is putting into Google when seeking your services. A good way to know these words is to listen to the words the superior client uses in speech or writing when first describing the solution that he needs. Use these important key words on your website even if they are technically incorrect, uneducated or not otherwise preferred by you. If the client is in all other respects ideal, you can always educate him later. Understand all his concerns and be sure to address them explicitly on your website in the most direct and economical way possible. This will allow Google to match your online website message to the superior client's keyword search phrase.

It is well worth it to take the time to make sure that your message is Google compliant so that your superior client can find you whenever your specialized services are needed. There was a time, before Google, when historic artisan specialists had to invest in multiple marketing strategies to insure a sufficient quantity of superior clients. Such strategies were time consuming, inconsistent and expensive. It is both an economy and a luxury to be able to focus a marketing message to a single effective medium, the web, and to be able to make it your own. Seize this opportunity now and be there for your perfect client for as long as the Google era endures.

(The writer, John M. Corbett, is president of Meetinghouse Enterprises, Inc., developers of online directories and websites for building artisans exclusively, since 1999. Visit them at www.restorationtrades.com. For 25 years previous to that, John owned and managed Landmark Rigging, Inc., steeplejacks, riggers and general contractors, and performed a wide range of building restoration services throughout the east coast of the US.)