Miles Copeland, owner of record label IRS in the '80s, was a recent guest on the "How I Built This" podcast. Responsible for marketing his new bands, one strategy he tried gave his artists a huge advantage, and it's something any professional services company can replicate.
Here's the exchange from the interview:
"One of the things I read was you started an industry trade magazine called College Event. It was like a listing of all the artists touring, who their agents were, what their booking fees were, and apparently, nothing like this existed."
"Well, I learned very quickly one of the major jobs is to let the world know that your artist exists. When you started off with an artist in England, you literally had to only reach the people who booked the acts, which was probably 200 to 300 people maximum. So I said, well, if I have a magazine, all I have to do is send out 200 copies to 200 people, and if they booked the act, I've done my job of marketing."
He identified who his real audience was and how he could best provide value.
He identified who his real audience was and how he could best provide value. What is the equivalent for you?
What is the equivalent for you? Who are the clients you want to attract first, and what information are they missing or find difficult to access?