All too often, time and money are wasted trying to attract the wrong clientele. Just as you and your product generally fit into a certain niche within the market, your clients fit into a certain niche within your business. Are you appealing to the right crowd?
This brings up the question of what type of client you want to attract — a question best answered with yet another question: What type of client interests you? Who do you love to work with and why?
Kelly Shaw of Links Asset Management Group has plenty to say about drawing the right type of client for your business. In fact, he encourages creating a "perfect client profile"– a tool to help you identify why you work so well with certain customers and how to get more clients like them. He suggests a simple activity to get you started:
