Reply by SalvageCraft

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Posted on Marketing and choosing your niche in woodworking

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274 posts in 2555 days

#1 posted 12-15-2011 08:11 AM

Oh, I’ve got a few things to offer on marketing though. Has anyone here ever heard of the ‘funnel’?
Basically, all of your marketing tactics are a way to funnel the best clients directly to you. You start off with an outline of your target market, identifying who you are trying to reach, and come up with a series of qualifications for your optimum client; let’s say it’s “people that need boxes”. The next level could be “people that need boxes and can pay X amount for them”, then it’s “people who need boxes and can pay X amount and like the way I make boxes”... And so on, from the most general to the most specific qualifications. The qualifiers can be whatever you want, depending on what your business is all about, or you can develop a specific funnel for each particular product you offer.
So, once you’ve outlined however many steps of qualifiers you can think of for your product or service, you brainstorm ways to get those perfect clients from the top of the funnel to the bottom: your happy client.
My handyman business for example could have “people who need home repairs” at the top level of the funnel. I then identify specific ways of reaching these people with the goal getting them to see my name and get them to visit my website. I do this through flyering, business cards, craigslist ads, and of course word of mouth. The next step is “people who need home repairs and can afford my rates”. I post my rates openly on my website. My site also explains a bit of what type of work I do and how I go about it, policies, blah blah blah… Basically, if people like what they see there, they prequalify themselves as good clients before I even get a phone call (the next step of my funnel). When they do call, I can go into any further details and usually either already have the job or tell them it’s not my cup of tea without having to waste time on bad leads, or wasted time and gas on estimates for lost bids, etc. Many times people have already decided to hire me before we’ve even talked.
Now that I’m done bragging about how great my marketing is… My point is I think that much of the reason that it can be difficult to find business is that it’s easy to put too much energy into leads and clients that aren’t your ideal customers.
Well it’s late and I may have rambled incoherently here, so I suppose I’ll just hit the sack and see what happens tomorrow!

-- Jesse --

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