It’s even better when you like a client and her customers, too!
– with Christa at the Create Explore Discover Art Retreat

You’ve told someone you’re excited about your new gig, because you finally get to work with people who excite you, and that’s when he drops a bucket of frigid water on you.

You can’t pick your customers.

Is your gut response to this statement fear and confusion? It used to be mine. Until I realized it’s a lie.

Now, I just smile serenely and say, “Thanks for the input, but I actually do choose my customers.”

Crummy clients are the consequence of poor positioning.

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I cannot think of a single company who targets “everyone.” Not even Amazon, even though it feels that way. Do you think Amazon is building products for Luddites?

Of course not.

It’s time to get real about who you really want to serve.

Let’s say your dream is to work with cause-oriented start-ups. And, as much as you hate to admit it, you really don’t want to work with non-profits. They can’t afford your rates, and you don’t want to deal with lengthy project delays. Your most valued customers are mission-oriented, profit-minded businesses.

How can you position your services to enthusiastically attract start-ups, and delicately discourage non-profits?

For starters, you can:

• Clearly state on your homepage that you are a champion for change-oriented business models.
• Write articles on how start-ups are advancing the dialogue around {insert favorite cause}.
• Share research on how for-profit enterprises are helping people in your city.

The objective is to make the people you want to attract feel good-and-welcome when they visit your website, your space or read your materials.  Imagine your customer clicking onto your website and letting out a big sigh, “Ahhhhhhh. This place is for me.” That’s what you want.

Lay out a virtual welcome mat that delights and comforts your most valued customers, and they’ll come to you.

I use this strategy when producing my own content.

• I write articles that make it clear I won’t work for big business.
• I’m interested in working with artists and people who identify as creative, so sometimes my writing is a little more writerly.
• I like people who take risks and don’t tolerate bullshit, so I occasionally swear or write posts like this one.

And it works!

I’m going to use this post as an excuse opportunity to introduce you to some of the people I’ve worked with this year:

Jess, founder of Seek Your Course. I met Jess at the Reno stop of her Jumpstart Creativity Tour. As we spoke about her plans for creative world domination, I realized she was a firebrand with big ideas and lots of heart. Jess features creative learning opportunities on Seek Your Course, primarily in the form of retreats and workshops. But what about people who couldn’t get away? The idea for a line of at-home retreat experiences was born.

Courtney and Lauren, the duo behind Kelly + Olive. I was a big fan of Courtney and Lauren when I first stumbled upon their work 4 years ago! When they contacted me for a consultation, I may have shrieked a little. They were among the first to offer virtual decorating services, but I can’t help but liking them even more because they’re based in my hometown, Sweet Home Chicago. And they’re funny. I like funny.

Liz, owner of Elizabeth Floyd Studios. Liz is one of my longest-standing clients, and I cannot believe I get paid to work with such an amazing talent and thoughtful heart. Her specialty is painting stunning still life and landscape paintings. But, really, I find that secondary to her inspiring life philosophy. This is a woman who makes observation of the beauty around her a daily practice, and she shares that practice with us through her work.

Sarah, founder of Redline Design. Sarah was one of my first clients, and yet another woman I’m proud to know. She leads the annual Create Explore Discover Art Retreat – a place for women to get away and tap into their creative muse. The retreat is Sarah’s signature program, but it’s just a small extension of her personality. Sarah’s a natural mentor; she thrills in nothing as much as nurturing the next generation of artists and creators — through school programs, individual mentorships and some extra juicy offerings coming up.

Daniella, creator of Love, Daniella. I created a media blueprint for Daniella to help her promote her gorgeous line of hand-dyed textiles. She’s an incredibly warm and generous person, and even though we only worked together for a short time, I was so happy at the chance to get to know her.

Are you working with customers you love to serve? 

I want to hear what’s working — and what you can change.

Please share in the comments one way your positioning attracts the right people.

And if you’re working for crummy clients, share one change you can make to your positioning today.

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