The other day, I attended a luncheon where the topic was creating a niche message for your targeted clients.
Towards the end of the presentation, the speaker told us about a unique way that she uses the scientific method for her business. She described a test that she had run for the last several years. She told us how she created 5 different business cards so she could confirm who actually purchases services from her company. She described how each of the five different cards is selected by a certain type of client. For example, there was one card that the artistic types usually picked and another that older businessmen picked and another that lawyers or accountants typically selected. After explaining her business card tactic, she explained that she still does this because it helps her conduct market research. Great, good for her. However, she went a step further. She was so proud of her business card hack that she suggested we do the same and would chat with us about this hack after her presentation concluded. Full disclosure: I have one, simple business card. It’s black and white. It has my name on the front and my email address on the back. People typically tell me they like that it’s a clean and simple design. Plus they can take notes on the card if they need to.
I sat there and thought, why would I (or anyone in this room) print five different business cards to see if a client purchases my services? Wouldn’t focusing on how I can really grow my business be a better use of my limited time and resources? Wouldn’t it be better to listen intently to a prospective client and then use the same words they use when describing the services I provide? Wouldn’t refining my branding and marketing plans help me better attract the right clients?
Instead of buying 5 different business cards, here’s what you need to do. Your business could focus on retaining and re-engaging existing clients (when’s the last time you reached out to existing clients?). If you don’t have as many clients as you would like, then you could dig into who your customer is by getting specific about who she is, what she does, what her pain points are, etc. From there, your company can then craft a unique message to attract your target clients. You could also read top-rated business and marketing books to learn from folks who have been there.
Growing your business is about connecting with your clients in unique and new ways. It’s not about getting lost in which tactics to use. And, it’s certainly not about testing which business card works best.