In yesterdays post I touched on the importance of knowing the demographics of your ideal client…
Even the seemingly trivial stuff can be very powerful information when it comes to the profits in your Recruitment or Search Business…
I’m reminded of a story I read in one of Dan Kennedys book…
Once upon a time…
… There was a guy with a website selling some mail-order Russian brides membership thing where you pay a certain amount of money and you get a catalogue of Eastern European chicks who are looking for a husband in the West…
Trouble was, his was just one website among many, and was terribly commoditised. The going rate for membership was something like $39 a year…
So not only was he cheap, but he also had no way of differentiating himself from all the other websites selling the same thing…
(Most Recruitment and Search Firm have the same problem)
And so he wasn’t making as much money as he wanted…
Then he had a brainwave and actually looked into the data he had on his existing members… and felt the spine-tingling fingers of Destiny walking up and down his back.
Because he found something pretty cool… around 70% of his members were truckers…
Now that may or may not shock you, but it’s what he did with that information once he found out that made him a success…
Most business owners would have just shrugged at this point and said, “how odd…”, but this guy was smart and realised this was profound…
Because it meant he could completely reinvent his business…
Move away from being just another “mail-order bride” site…
And instead he put all of his efforts into becoming the No.1 Russian Brides website for TRUCKERS!
He redesigned all his marketing and his campaigns and rewrote everything to attract and cater to truckers.
The upshot of this was he was then able to increase his fees (for reasons we’ll talk about some other time) to an astonishing $8,000 or so a year…
Not only this, but it also necessarily meant his ROI massively increased (if this isn’t obvious, email me and I’ll explain) …
Now, there’s a lot more detail in this story and all sorts of lessons to be learned, but the important one to take away today is this: only by looking at his data was he able to focus his business so precisely like this…
Because he knew his best customers were truckers, he knew he didn’t have to waste his time and money putting his message out anywhere where the truckers were not to be found. By comparison his competitors were still throwing their money around and advertising everywhere just hoping to find generic “single men”…
You can see the power in this, can’t you?
I hope so, because although THIS particular story was about mail-order brides, it’s something you can do in your Recruitment or Search Business too IF you want to charge the highest fees, dominate your market and increase your profits…
Speak to you soon,
Until then…
Take care, take action and be relentless…
Terry Edwards
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