Why does it appear to be so difficult to predictably generate new clients for design businesses…

Often I’m talking to design business owners in the graphic design space and they mention that they’re great at solving their client’s business problems… but when it comes down to their own business...

They feel too close to the fire.

It’s just too difficult to really work out solutions to the problems happening to them in their own business.

So why is this? And why specifically is this a problem within the design space? Why does this present itself to be such a challenge for some business owners?

Here’s what I’ve noticed.

Often when you’re working with clients you’re more objective. Your emotions take the back seat. You get super specific on defining your client’s problem, so you can get super specific on the goals they want to achieve and then finally identify the best possible solution to get them there.

So what changes when it’s you? When you’re problem solving for your own business as a design agency owner?

Well, there’s a widespread problem I’ve noticed in the design space… one that to the untrained eye may not appear to be so… and the reason for this is because it’s a problem that’s snuck in under the radar...

The problem is this:

Design agencies are solving too many unique problems for too many different clients.

And the lack of consistency in the problems they solve is causing even more problems for themselves.

Why so?

Because if every problem you solve is so unique and every client that comes to you has such contrasting needs, meaning...

• The goals they want to hit are different.
• The direction they want to go in is different.
• The outcomes and end result they want to achieve is different.
• The products or services they sell are different.

And equally as important - their attitude and desire to change, to do what it takes and achieve their goals is different.

If these traits are so different across who you’re targeting and who you’re working with... if they’re even slightly different... it will become increasingly difficult to achieve consistency and predictability in any aspect of your business.

So back to my original question:

Why does it appear to be so difficult to predictably generate new clients for design businesses?

It comes down to:

Casting too wide a net...

To 'chasing too many rabbits' and becoming a generalist despite feeling like a ‘specialist’.

Essentially this comes down to not being clear enough about who you help. Not being clear on the critical problem your prospects have and the critical problem that THEY want to solve.

By being broad with who you help and what problem you solve you’re inhibiting your own ability to market yourself in a way that truly resonates with your prospects…

What do I mean by resonate?

I mean, where your words raise the hairs on the back of your prospect’s neck. Where your words and actions demonstrate that you understand them down to the most minute detail, that you understand their goals and you know their challenges and they understand without a doubt that you’ve got what they need and you’re the one to take them where they want to go.

Get this right and all they’ll think about is you and your service.

Get this right and you’ll no longer need to introduce yourself as “We’re a one of a kind, award winning agency… no one else is like us… and we’re proud of that.” (it doesn’t work anyway).

So what’s the solution...

Creativity doesn’t mean reinventing the wheel every time you get a new client.

And solving the same problem for different clients doesn’t mean there’s no room for creativity.

The solution is to narrow your focus.

For example:

Let’s say you currently help small businesses grow their revenue.

It doesn’t take much digging to uncover the issues here… let’s look at a simple example by evaluating two common types of small businesses.

If you’re working with a small restaurant, the needs of a small restaurant are going to be completely different to the needs of a small accounting firm. And so the solutions required for each individual business are also going to be vastly different.

Think about it...

The small restaurant is likely to be working on small margins based on how many meals they sell and the average cost/price per table... while accounting firms would likely benefit from more recurring high ticket clients.

Therefore, the solutions to these problems look nothing alike.

So if you’re helping ‘small businesses’ or just ‘businesses’... you face this challenge. The challenge where communicating your value requires entirely different messages.

Depending on who the client is, their goals are different. Depending on their goals, their problems are different. Depending on their problems, your solutions are different. Depending on the type of business your client owns your solutions are different…

Depending on all of the above, how you effectively communicate the value of your service is entirely different.

And this broad targeting is the root cause of all bland marketing efforts. If who you help is ‘businesses’ how in depth can you really go with your content when expressing the details of the value you provide?

So, to summarise:

If right now with your design business you’re saying “I help businesses”, “I help small businesses” or “I help large businesses” or even “I help startups”. This is too vague.

It would really bring some clarity to your marketing strategy, your business results, to the solutions you provide and to the value of the solutions you provide if you narrow this down.

Take it a level deeper.

Do you help restaurants? If so, what type? All you can eat buffets? Fine dining? Pubs? Shisha bars!?

Do this and you’ll start to discover some unique problems living there, problems that no one else in your market realise exists, they just can’t see them...

And the guys and girls facing these business challenges? You can bet they’re looking for a solution.

So decide who it is that you work with the best, or who you feel passionate about helping.

Get specific.

Once you narrow in on that and you start communicating with them based on this level understanding of their situation, your understanding of the problems they face, the end result they want to achieve and then really knowing and mastering the solution that it takes to get them there... that’s when you’re marketing becomes really powerful.

And the predictability from this system is going to give you more predictability in your client acquisition system, which is going to improve the quality of your marketing, your sales, the client relationships you have, the quality of your service delivery… etc, etc, etc

Because you’re going to be in alignment. Everything is going to be working together in harmony.