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Kevin C. Whelan

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January 26, 2022

The ‘Golden Goose’ approach

There are two ways you can find new clients.

  1. You can look for Golden Eggs (prospective clients) by reaching them directly.
  2. Or, you can find more Golden Geese (audience aggregators and influencers) by offering value to their audience in exchange for exposure.

The ‘Golden Eggs’ approach works well, but it is a very slow process. It’s a one-by-one method and is hard to scale.

The ‘Golden Goose’ approach is where you have more leverage.

If you can do things like training, webinars, guest podcasting, conference talks, community involvement, and/or guest writing in your niche, it’s a chance to get in front of a LOT of prospective clients at one time.

It’s a lot more scalable but it does still take work and preparation. What doesn’t?

That’s one of the reasons niching is so valuable. Most good niches have a place where they get together, usually around making connections and learning new ideas.

If you’re out looking for new business, see if you can take the Golden Goose approach.

Here is a related post on how you can create those opportunities.

P.S. Like this post? Subscribe to receive my best ideas on how to build and run a marketing practice you love. ❤️

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