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If only there were more Darren Willards in this world, the world would be a better place. The good news is there are, but you have to find them. ❏ ❏ ❏ ❏ ❏ ❏ ❏ ❏ ❏ The first step in finding more perfect customers is to truly understand what a perfect customer should look like: ❏ What age is he or she? ❏ Is it a he? Is it a she? Is it a boy? Is it a girl? Is it a man? Is it a woman? What kind of income do they have? What type of job do they have? Where do they live? What are the qualities of a perfect customer for your products or services?

We know the schools that have a good reputation. We know the schools that have been in business. Conquering Your Market With A One Man Army: A Complete Guide To Effectively Market Your Small Business 33 We took this profile, matched it to the different lists we had, and instead of marketing to 15,000 people, I designed a marketing campaign for 115 schools. We sent out materials every month, in fact every week, for three months. They got something in the mail from Andrew Wood every week. Well, I’m glad to tell you that by the end of that campaign to 115 people, we signed up 20 schools — which is more than we’d signed up in the previous year marketing to 20,000 people.

I did it by running ads in a magazine, direct mail, telemarketing, promotions and through seminars. But basically, I was shotgunning the entire world. I was sending out material to 20,000 business owners and getting phone calls from all over the country. Some people were new in business, others had been in and out of business 16 different times. I was attracting a lot of phone calls, but a lot of dead end people, a lot of people who really weren’t qualified to join my licensing program. ” And I came up with a few key things, just as you will when you sit down to define your perfect customer.

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