Your marketing is working. You’re getting leads. You’re closing them.
But you’re exhausted. Your average deal is smaller than it should be. Clients are price-sensitive. The fit is never quite right.
You’re attracting the wrong clients. Here are the signs.
The 10 Signs
- Your average deal size is declining. You’re discounting more.
- Sales cycles are longer than they should be. Objections about price.
- Your best clients came through referrals, not marketing. Warning sign.
- You’re attracting tire-kickers. Lots of leads, few qualified.
- Clients are churning faster than they used to. Bad fit.
- You’re competing on price, not value. Marketing didn’t set up value.
- You’re attracting leads outside your target market. Bad targeting.
- Your content attracts everyone, not your specific ICP. Too broad.
- You’re chasing shiny object clients instead of ideal fit. No discipline.
- Your marketing doesn’t mention your unique advantage point. Commoditized message.
Why This Happens
Most founders build marketing around “what we do.” “We offer consulting.” “We build software.” Vague.
You should build marketing around “who we help” and “what problem we solve.” Specific to your ICP.
Your ideal client has specific characteristics. Specific problems. Specific buying patterns. Your marketing should speak directly to them, not everyone.
The Fix
Define your ICP precisely. Name the problem you solve. Build your messaging around that. Attract the right clients and repel the wrong ones.
Attraction and repulsion happen simultaneously. If everyone likes your message, the right people don’t stand out.
Your Next Step
Build your unique advantage point. That’s what makes your message magnetic to your ideal client and repellent to everyone else.
