Marketing 101: Are You Talking to the Right People?
Every single day…
I walk from my mailbox to my recycling bin.
Straight shot. No detours. Why?
Because 90% of what my awesome mail carrier, Kim, brings me is JUNK.
Ads. Brochures. Mailers. Flyers.
I don’t need a new roof.
I’m not looking for a Ford.
And no, I’m not sitting here dreaming of outdoor patio furniture or new windows.
This house is 6 years old, friend.
The windows are FINE.
But the people sending these ads?
They’re just doing what most business owners do.
They’re “hoping” someone out there anyone will bite.
Truth bomb:
That’s not marketing. That’s fishing with no bait, no pole, and no clue who you’re trying to catch.
Most People Are Marketing to the Wrong People
In the early days of my business, I did the same thing.
I thought, “Well, everyone is busy, right? Everyone could use help. Boom! Everyone needs a concierge!”
Nope.
Wrong.
Just because someone could benefit from what you offer doesn’t mean they’re the right fit to work with you.
Here’s What a Right-Fit Client Actually Looks Like:
Let me break it down for you.
A right-fit client:
Has a problem
Wants to solve it
Has the money to pay for a solution
(or is willing to find it)
Simple, right?
Let’s go back to the window guy.
Could I buy new windows?
Yes. I have the money.
Do I need them?
Nope. Not at all.
So he’s wasting his time and money marketing to me.
If You’re Building a Senior Concierge Business…
And you’re wondering how to get clients for a senior concierge business, then you must get clear on your right-fit client.
Let me paint the picture:
You might think,
“Oh, my service could help ALL seniors stay independent!”
Yes. But…
Not every senior wants help.
Not every senior admits they need help.
Not every family has the funds to pay for help.
You’re not looking for everyone.
You’re looking for people who say:
“I’m overwhelmed. I don’t want to burden my kids. I’d love help but I don’t know where to start.”
That’s your person.
How to Start Talking to the Right People
You might be asking, “Okay Kelly, but how do I actually find those people?”
Here’s what works:
Know what problems your service solves
If you’re offering non-medical support, errands, companionship, or household help you’re solving emotional and practical problems.
Talk about those. Not the tasks. The problems those tasks solve.
Use clear, confident pricing
People trust businesses that look and sound like businesses. That means your pricing needs to be clear. Not “hidden.” Not “ask me for a quote.”
You can check out my blog on how to get clear with pricing your concierge services for help with this.
Don’t blend in with the flyers
I actually wrote a whole post on this called Are You Just Another Flyer in the Mail?. Because seriously if your message sounds like everyone else, it’s going to land in the recycling bin.
Stop Casting a Wide Net
You’re not Walmart. You don’t need to serve everyone.
You’re a small, smart, service-based business owner.
Your job is to get laser-focused on who you help and how.
And honestly when you stop trying to market to everyone, your life and business get WAY easier.
When you get clear, you’ll find yourself with:
Better leads
More YESes
Less frustration
More time doing the actual work you love
This Isn’t Just Theory – It’s What Works
We talk about this a LOT inside The Concierge Academy.
If you want to really niche down, you’ve gotta read this post on creating a thriving concierge business by finding your niche.
Because once you know your niche? You can finally build momentum.
Final Takeaway: Repeat After Me
A right-fit client:
Has a problem
Wants to solve it
Has the money (or will find it)
When you market to those people?
You stop “selling”
and start serving.
Now go check your marketing
and make sure it’s not headed straight for someone else’s recycling bin.
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Thinking about starting a concierge business but not sure what you need—or where to even begin? The Concierge Starter Kit includes the exact templates, client forms, flyers, and tools I used when I first got started—plus a video walkthrough showing you how to use them all. I also cover what kind of insurance actually matters (and what’s just noise), so you can skip the overwhelm and start on solid ground.
➤ Grab the Concierge Starter Kit – $47. It’s the shortcut I wish I had. Get it HERE: https://theconciergeacademy.com/starterkit
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