Target High-Probability Prospects
Hi, my name is Karen Callahan and I’m a really busy entrepreneur. For 25+ years, I have been developing websites. For about 15 of those years, I’ve been studying search engine optimization (SEO), implementing SEO techniques, and training clients on how and where to use SEO in their websites.
Like everyone else, I’m too busy to give all the social media channels a proper go. Even the select few in which I choose to have a presence (Twitter, Facebook, LinkedIn, Instagram) suffer from my inability to cut out the time to add original content. Most days, about all I can squeak out is thumbs up, likes, bubbling hearts, and an occasional encouraging comment.
I DO want to support my business colleagues and friends, and, I don’t want me and my business to be absent, so, it will come as no surprise to you that I’m pretty much always seeking the “quick magic”. And that is why I was originally attracted to Allan Dib’s, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd.
It was the 1-Page lead in that caught my attention. “How is that possible and if it is, teach me”, is what I was thinking. As a thriving business, I need to have systems in place that leverage my time and efforts. I purchased the book, read it, loved it, and, started implementing.
The concept that resonated with me the most was to target your high-probability prospects. Your high-probability prospects want your product (or service) and are ready to buy.
”Even in a narrow target market, all prospects should not be treated equally. All other things being equal, the more money you can spend marketing to high probability prospects, the better your chances are of converting them to a customer.”
― Allan Dib, The 1-Page Marketing Plan
It takes courage to leave everyone else behind, but, this concept made so much sense to me. We are all busy and we all have limited assets: limited time, limited funds, limited hours, limited energy. Why spend any of those assets marketing to the folks who might purchase? I want to go for the gusto and market to those who want, need, and are ready to buy my services.
First, I had to define who those people (firms, businesses) are. Then, find out where they hung out. Join that social media group in order to learn their “lingo”, and, especially learn how they describe the work I do. Then, I was equipped with the intel I needed in order to incorporate their words and terms in my marketing materials.
Not only did I incorporate this concept of focusing on high-probability prospects into my marketing materials, but, I now use it as a foundation in my Simple & Sustainable SEO System course.
Like the courses I seek, the Simple & Sustainable SEO System is an easy business system for busy entrepreneurs. It was especially designed for non-techs who regularly write in their blogs who need to have simple and reliable systems in place.
Simple & Sustainable SEO System
My high-probability prospects are not drawn to the name of the system. Generally, when they see those words, they believe that they are not technical enough to have success “doing” SEO.
The truth is, I teach participants how to use their words. How to use the right words in the right order in the right places. No statistics. No algorithms. Simple.
We start with changing mindsets from “can’t do SEO” to “Yes, I know my words and can use those”. Then, we move to setting the foundation by answering the question, “Who are your High-Probability Prospects”?
They do like my lead-in conversation entitled, “Train Google to Rank you Better”.
Train Google to Rank you Better
A couple of years ago, I created a poll on Facebook listing a number of Titles that I had been considering for my Simple & Sustainable SEO System online course.
One of the responders suggested “Train Google to Rank you Better ” and lots of others voted it in.
I now use the “Train Google to Rank you Better ” as the lead-in conversation (and soon-to-be webinar) to the SSSS online course.
In teaching the course (originally, in person) throughout the years, I learned that participants have a very difficult time letting go of “everyone” as their potential audience. They are afraid to not be all-inclusive, and are concerned that the people that they currently service/provide for will go away when they “openly” reach for only a segment of the group.
All else being equal, the energy that is in place (the flow of the current clientele) will remain in place until you take steps to change it up. If you want to elevate the business, you need to claim it. While that new segment is growing, the energy that was in place, stays in place, so, you will be able to sustain yourself throughout growth.
You claim it by writing about topics that are of interest to your high-probability prospects and by using their words and terms in your content. That is how you make content interesting to your target audience and increase your readership. They like the topic. They identify with the lingo. But, first you have to get them to your website.
In order to get them to the website, you need to add a few tweaks to your words; maybe change the order or location.
The techniques that I teach in the course focus on writing for your high-probability prospects and the search engines at the same time. Not possible you you say? Read my exploration of Good Storytelling and Good SEO.
The SEO system that I created is aligned with my busy work life in that it is a lean business system that leverages my time and efforts. I produce content in less time, and, the content does double duty working for me while I am otherwise occupied and attracts high probability prospects and the search engines.
I am a busy entrepreneur who uses simple business systems so that I can leverage my time and efforts to get the best results from those efforts…and…I even created a simple system to help other busy entrepreneurs.
You can transform your life by focusing on the audience that wants the work you most want to be doing. Commit to learn more about these high-probability prospects and write for them.