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TARGET THE HIGH END BUILDING AND RESTORATION CLIENT

Dear Recession Survivor,

GREAT NEWS! Opportunity is knocking for HIGH END custom building and restoration specialists! A whole swathe of your low-cost competition has gone away for good or is about to do so. Your ideal, superior client is flush with more cash than ever before, though perhaps a little cautious about spending it. When he is ready to spend it, you'll be right there to help him out. But first he has to find you. There are many ways to help him to do so: direct mail, direct email, targeted print, trade shows...

Or your own website! This can be an attractive and inexpensive option because you own it; you can control the message, monitor the results and repeat what works. To target the HIGH END building and restoration client through your website, address your message to the HIGHEST common denominator. Keep his concerns in mind from the very first sentence on your home page. One sentence may be all the opportunity that you have to inform him of the UNIQUE VALUE that you alone offer YOUR ideal, superior client. If you muddy this message in an effort to broaden its appeal, you risk reducing its value in the eyes of both the search engines AND of your ideal, superior client.

To sum up, targeting the HIGH END building and restoration client with your own website is easy if you keep a laser focus on his concerns, exclusively. In an economy where the money has pooled upwards, this makes good business sense. Leverage the ability of the web to distinguish your unique skill set in order to gain the attention of those who can AFFORD to pay for your HIGH END building artisan services.

Best Wishes,

John M. Corbett, President
Corbett Research Group, Inc.
Florence, MA 01062