2023 May 22
This article is an update to my 2019 article: Finding Your Ideal Client.
The most valuable clients are not simply the ones who pay you. They are the ones you genuinely enjoy working with and who allow you to generate revenue efficiently. These two goals (enjoyment and measurable return) are not in conflict. When aligned, they create the conditions for sustainable, satisfying work.
The clearest lesson from the highest-performing advertisements I have studied is this: show a short, remarkable story and repeat it consistently. Empire Carpet built a lasting business on one memorable line delivered with energy and frequency. Apple’s famous 1984 commercial succeeded with a single, powerful airing because the story was so distinctive. Most businesses will do better with the first model (clarity, repetition, and consistency) than with the hope of one viral moment.
What follows is a practical framework for identifying the people most likely to respond to your story. It is designed for small and mid-size businesses that have been operating for at least two years. Startups face different constraints; this process assumes you already have a product or service worth selling.
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