Step into my time machine and travel back a few decades. Buckle in because it’s going to be a wild ride.

I decided to change the target market I worked in as a magician from kids to corporate. I’d done well working in the kid’s market, but I was getting burnt out and wanted to get paid more per gig.

In addition to designing a new show, I had to create new marketing materials.

Where should I start?

With who my prospective clients would be.

Yes, I made a list of corporations I wanted to work for, but “corporations” were not my prospective clients. Rather, a person inside the corporation would be hiring me.

Therefore, my marketing and sales materials needed to focus on that particular individual’s desires and on what they wanted.

I knew that 99% of the time, that person wasn’t interested in hiring a magician for their events but for the outcome entertainment, in general, would produce for them and the company they worked for.

With that understanding, I created a “lead generation magnet” in the form of a free report titled “7 Questions To Ask Before Hiring An Entertainer For Your Holiday Party.” By marketing the report, I generated leads of prospects planning their company’s party and considering hiring an entertainer instead of doing cold-calling grunt work, like most of my competitors were doing.

Tomorrow, I share elements of that lead generation magnet that turned prospects into clients.

The key lesson for today is that the starting point for getting new clients is to define who your ideal prospect is, what outcome they desire, and what information they would love to get their hands on.

Kick butt, make mucho DEEnero!

Dave “Back To The Future” Dee