Marketing 101: Stop Wasting Time and Money on the Wrong People
Every single day, I walk from my mailbox straight to my recycling bin.
No lie.
90% of what Kim (our sweet-as-pie mail carrier) delivers… ends up in the trash.
Why? Because it’s full of ads for stuff I don’t want, don’t need, and will never buy.
Toyota? Subaru? Ford?
Not in the market.
Outdoor furniture? I’m good.
And the guy who keeps leaving brochures about new windows at my door?
Buddy. This house is five years old. You’re barking up the wrong tree.
See, this is the difference between marketing to a “right-fit” client vs a wrong-fit client.
And honestly? Most people are doing it all wrong.
You’re Not for Everyone. And That’s a GOOD Thing.
Listen, if you’re trying to grow a senior concierge business, you cannot afford to waste time, energy, or money talking to the wrong people.
Because here’s the truth:
Most people don’t want what you’re offering.
And that’s OK.
The ones who do want it? They’re your gold.
Marketing to the wrong people is like throwing spaghetti at the wall and hoping a few noodles stick.
Marketing to the right people?
That’s how you grow.
So… Who Is the Right-Fit Client?
Let’s break it down. A right-fit client is someone who:
HAS a problem.
WANTS to solve the problem.
Has the $$ to solve it (or is motivated enough to find the money).
Back to my window guy.
Sure, I’ve got money. But I don’t have a problem. My windows are perfect. So, he’s wasting his time and his cash on me.
Now, translate that to your business…
If you’re offering non-medical services to help seniors age in place think errands, companionship, appointments, home organization but your ads are showing up in front of 30-year-old singles?
You’re wasting your precious resources.
I Made This Mistake Too
When I first started, I thought everyone could use a concierge.
Busy moms. Overwhelmed executives. Families. Seniors.
So, I cast a wide net, thinking, “Surely someone will bite.”
But most didn’t. Why?
Because they didn’t perceive they had a problem. And if they don’t feel the pain, they won’t pay for the solution.
I had to shift my thinking. And get crystal clear on who my right-fit clients were.
When I finally focused on helping seniors stay independent at home? THAT’s when the magic happened.
3 Real Steps to Start Marketing Smarter
Want to stop spinning your wheels? Here’s what to do:
1. Get laser-clear on who you help
And not just demographically.
Ask: What’s their pain? What are they struggling with? What’s keeping them up at night?
Are they adult children feeling guilty they can’t help Mom every day?
Is your client the senior themselves, feeling overwhelmed and alone?
Dig in.
I dive deep into this in this blog on finding your niche. Read it. It’ll change the way you think.
2. Craft your message FOR them
Once you know who you’re talking to… speak to them. Directly.
No more generic posts like “We help busy people do more.”
Say:
“We help older adults stay in the homes they love with services that support their independence.”
See the difference?
If you need help figuring out what to say, check out this post on how to talk about what you do. (You’re welcome.)
3. Stop wasting your money on cold leads
Don’t do what the window guy is doing.
If someone isn’t your right-fit client, don’t keep marketing to them just because you can.
It’s like sending out flyers to people with no doors. Pointless.
I share more on this in my post, Are you just another flyer in the mail?. If that title hit a nerve good. Go read it next.
Right-Fit Clients Make Business Easier
I’ll say it again because it’s THAT important:
A right-fit client has a problem.
Wants to solve it.
And has (or will find) the money to solve it.
The more you embody this in your bones, the easier everything becomes selling, messaging, building relationships, growing your business.
You’ll stop feeling like you’re pushing a boulder uphill.
You’ll start attracting the right people. The ones who are grateful, loyal, and happy to pay you for the value you bring.
Your Next Step
If this blog hit home, and you’re finally ready to stop chasing the wrong people and start finding your right-fit clients my book dives even deeper into how to do this in your concierge business.
Go grab your copy + the juicy FREE bonuses waiting for you Right here.
It’s time to stop recycling your efforts and start getting results.
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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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