Everyone wants to get clients when the economy gets rough. You’re probably one of them, right?
Tough economies make people desperate. They start accepting any client at almost any price.
They chase cashflow instead of focusing on how they’re delivering value to people. They change their offerings to get the quick wins.
In my experience, the first thing that people stop doing is developing quality content. Marketing departments are slashed, and with the cuts go small businesses’ abilities to demonstrate that they do great things for other people.
It’s a bit like cutting off your nose to spite your face, isn’t it?
The other thing that people do when the going gets tough is slacken off on their exclusions.
If you’ve been reading us for a while, you know that I am BIG on what to cut out of your publishing.
Knowing what you need to cut out — and how to do it consistently — is critical because it defines what your content does in the world, and who for, and the types of readers who appreciate it.
It’s like taking the back door to the Ideal Client persona. Knowing who you don’t want to work with is just as important as knowing who you do want to work with. If you don’t know it, you can’t spot it.
This is why, when a client of mine got all excited about doing case studies for every person she works with, I gently tried to dissuade her. Why would you do that, when what you really want is to showcase the clients that make you (and them) fly?
It’s insanity, truly.
And so is missing out on our case studies deal. Click the button to find out more about that.