Don't Try to Be All Things to All Clients

Don't try to be all things to all clients when marketing your public relations and communications services.

Your business success depends upon answering these three major questions:

o What key characteristics do you want in an ideal client?

o In what specific markets and industries will you seek your ideal clients?

o What specific services do you want to offer your clients?

Your marketing materials -- especially your website -- should reflect your answers to these questions.

At first, seeking specific types of clients in specific markets sounds simple. Most PR firms don't have the horsepower or desire to deliver a full spectrum of services to clients of all sizes in numerous markets. Even agencies with extensive resources will wisely limit themselves to a few core markets and types of clients. And they narrow things further by specializing in the services these markets require most.

But public relations professionals are -- by nature -- "can do" people. They thrive on solving difficult problems and handling crises of all sorts. They enjoy a challenge.

These professional strengths, coupled with a can-do attitude, may cause some PR professionals to cast an excessively wide marketing net. As a result, they attract a hodge-podge of potential clients who don't fit their ideal.

I'm not saying you shouldn't expand your comfort zone by targeting new markets or learning new skills. On the contrary. Strategic growth is necessary for survival. You must keep asking yourself

o What can I do to serve my clients better?

o What additional services do my clients need that I can provide?

o What services do I provide that need stronger marketing?

I benefited when a good client asked me to write a financial grant request; something I'd never done before. I explained that while I had every confidence in my abilities as a writer, my repertoire didn't include grant writing. Therefore, the client would probably be better served by working with a grant specialist.

Regardless, the client wanted me to handle the job. This project served as my grant writing training ground. The final product succeeded on two fronts. It enabled my client to land a product development grant from a large education foundation, and it gave me the confidence and experience to add grant writing to my list of services.

While this project turned out well for everyone, I've had prospective clients consume excessive amounts of my time, energy and knowledge then disappear without engaging my services.

You can prevent time-wasting inquires from prospects who don't fit your ideal by using your company's website and other marketing materials to clearly and completely describe your firm's services, markets and desired clients.

It is vital that you aim for specific clients in specific markets; clients who you'd enjoy working with and who need the services you provide. Otherwise, you'll waste your time and resources by spreading yourself too thin and attracting clients who will ultimately cost you dearly.

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