I do not market. I suppose that’s slightly misleading because one could say I market every day as I work with business owners, their bankers, and other third parties. When they hear and see my work, they get exposure to what I do. But in terms of direct marketing, I do none.
But Mark, you write a lot. I like your blog posts. If I gain a client from SEO, and I have, it’s a byproduct of something I enjoy doing. I find writing cathartic, and the exercise helps me to clarify my thinking. Additionally, 100% of my posts answer questions that other CEOs and their accountants have. That’s probably the main reason I write, not to gain clients.
My Client Filtering Process
If I don’t market, you may wonder how I gain clients. I only take on work through referrals. That means they are already pre-determined, pre-disposed, and pre-qualified to get started before we’ve had a meeting (in my space, we call it a value conversation).
Every client I work with can tell you why I said ‘yes’ to them because it’s their job to sell themselves to me. During my first value conversation with a potential client, I do very little talking as I listen carefully to identify their fears and frustrations. I’m also evaluating if they have a growth mindset.
I’m also looking for something else, and it’s easier to show you than to write out what I’m trying to explain.
If you are already a client of mine, this probably makes sense to you. Revenue, number of employees, or location in the U.S. have nothing to do with my selection process.
See something you like? Would you like your potential to be sized up by an independent financial leader? Feel free to ping me on LinkedIn.