How do you define a great client?

I could ramble on for hours. but let’s keep it brief.

A great client is someone who considers you as an investment, and not as a resource. He doesn’t give you tasks. Instead, he shares his goals with you. And then depends on you to help him achieve those goals.

He trusts your process.

He doesn’t give you instructions.

Most importantly, great clients help you on your mission.


How to get great clients?

Alright, so now that we know the importance of working with great clients, how do we start attracting them?

One of the thrills of my life is teaching Marketing. I have taught this subject to MBA students, corporates, and even the Indian Army.

This is a photo of me with the MBA students.

Can you spot me in this picture?

Anyway, these guys are young, curious and ready to make an impact on the world. 

Many of my students are keen on working with great clients. 

In every batch that I teach, I ask this question – “After this course, how will you attract great clients?”

The following answers keep coming up –

“We will do social media marketing to get great clients.”

“We will do paid ads to get great clients.”

“We will explore content marketing to get great clients.”


The flaws of Content Marketing

Content Marketing is good.

I love the fact that we get to share our expertise with the world through the internet. 

In fact, Content Marketing is amazing.

Or is it?

Generously done Content Marketing certainly has its benefits in the long-run

But yeah… the keyword here is “long-run”.

They say that, on average, Content Marketing can give you massive returns after a year or two. 

While we can and should certainly invest in Content Marketing, it is pretty clear that in the short-run, Content marketing is not a great way to get clients.


If you don’t believe me, by all means, go ahead and try it.

Come back when you are ready.


What do we do then?

Ok, so if Content marketing doesn’t work, what do we do?

You see traditional Content Marketing is highly scalable. And hence, everyone does it.

Almost no one wants to do things that cannot be scaled.

But we will take a different route. We will do something that is unscalable.

And because no one does the unscalable, it is an opportunity for us to stand out.

Okay, so here we go.

Drum rolls, please.

This is me revealing the suspense.

We get great clients, by using a strategy known as “Content Marketing for one”.


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