Ideal Client Archives - Katherine McGraw Patterson

Using Buyer Behaviors to Drive Your Marketing

I saw a t-shirt recently that said “I’m going to Target. See you in $150!” and I could totally relate. What is it that makes us walk into stores like Target and Costco and drop the Benjamins with abandon? People buy…stuff…for lots of reasons, rational and emotional. In fact, psychologists have defined a whole host of drivers that cause us to pull out our wallets. Marketers and advertisers have honed their visual and written messaging … Read more

Discounts are for Dummies

I have clients ask me all the time “should I offer a discount?,” and my answer is generally “no.” Yes, discounts can drive sales, but they can also attract…wait for it…discount shoppers. And, while I myself enjoy a good sale, I don’t necessarily want my clients to be people who are looking for a bargain. If you spend time with small business owners like I do, you’ll start to hear grumblings about Groupon shoppers. You … Read more

The Parable of the Popsicle: Promise and Expectations in Branding

We are in the dog days of summer here, folks. It’s HOT. Which is why, when I was strolling down the frosty frozen aisles of my local Tar-Jhay, I thought to myself “You know what, self? We need some popsicles!” I grabbed one of my favorite flavors – Pineapple. Yum! After putting the groceries away at home, I wanted one of those cool treats, so I reached into the freezer for a yummy, sweet Pineapple … Read more

Attract More Customers: Using Buyer Behavior to Drive Your Marketing

I saw a t-shirt recently that said “I’m going to Target. See you in $150!” and I could totally relate. What is it that makes us walk into stores like Target and Costco and drop the Benjamins with abandon? People buy…stuff…for a variety of reasons. There are rational reasons and emotional reasons. In fact, psychologists have defined a whole host of drivers that cause us to pull out our wallets. Marketers and advertisers have honed … Read more

What if your ideal client isn’t so ideal AFTER the sale?

Katherine-McGraw-Patterson-Ideal-Client-After-The-Sale-blog

As business owners, we spend a lot of time thinking about how to target our ideal clients, what messages to use to get them to buy, and how to close the deal. But what happens after the sale? Sometimes, we’re so focused on making the sale, we don’t stop to think about whether we want to work with an individual after they’ve purchased our products and services. Case in point: I was recently working with … Read more

3 Things You MUST Have to Build a Solid Business

Recently, I spoke to a group of entrepreneurs and small business owners about business basics. I started off my talk by saying there are three things you DON’T need to have a successful business: A fancy website A beautiful logo A perfect service/product/program And, there were audible gasps from the audience. I work with so many new businesses who sink a ton of money and time into having a professionally designed website and logo created. … Read more