How can you attract more of the customers you want to work with?

Easy.

Tell people who you want to work with.

Tell them with your pricing and your website copy. Talk about your values. Frame your scarcity.
Don’t be afraid to spell it out.

When Tiffany & Co (who position themselves as the world’s premier jeweller), found that they were growing through sales of an entry priced bracelet that was becoming ubiquitous among teenager girls, they withdrew it. They wanted to be seen as an aspirational brand, the place that those girls would come back to years later for a diamond engagement ring.

Leave people in no doubt, like my designer Reese Spykerman does on her website, by getting specific about the type of clients she works with, the time it takes to work her magic and her firm but fair pricing policy.

By closing the door gently on the wrong customers, you free up resources to delight the perfect ones.

Image by Will Cheyney.