How I choose my clients from those who approach me


1. They don't ask me to slash or discount my fees, pay by installment, work on speculation, or work for a percentage of their future income... especially when I don't know their current income. (Historically, this has always been the first sign they will be difficult to work with and/or their checks will bounce in the future.)

2. They read everything on my web site (especially the FAQ) to understand what I offer and what I don't offer before contacting me.

3. They have a vision of where they want to be in 3-5 years and they share it with me upfront so I can help them get there.

4. They understand that having a strategic plan in place makes sense before starting a project and they share it with me upfront.

5. They are willing to work on one income-generating activity at a time rather than several things at once. Focus is good.

6. They have shared with me their expectation of a specific financial return from the work they and I do together.

7. They think big. They refuse to work for peanuts or without a fee.

8. They expect to take on risk. That's the sign of a true entrepreneur.

9. They are willing to invest in their own future, both with effort and with their own money.

10. They understand that consultants charge for their time and advice just as physicians, lawyers, and engineers do.

11. They understand how speaker agents work: we advocate for the speaker, not the meeting planner.

12. They aren't too important to talk to me themselves. They call me or write to me directly; I place my own calls to them, too.

13. They understand that services and campaigns to position them, build a following or generate contracts for them will require a fee or retainer. (They understand this is a public relations firm, and the speaker agency is simply an amenity for my long-term clients.)

14. They are willing to learn what they need to know to be a successful authority figure. They invest in my educational materials which are designed to save them a more expensive consultation fee.

15.They support their own success by not letting lack of confidence or fear get in their way.

16. They pay attention when I give them valuable pointers. And they take notes in my consults, as I give them ideas they can use.

17. They recognize that I will avoid using old marketing methods that are costly, time-consuming, and ineffective; and that I will employ my own methods which may at first seem unconventional, but will work better.

18. They are newsworthy, have a track record as a paid speaker, writer, etc., or are willing to pay "their dues" to establish themselves.

19. They are willing to be the star of their own shows. Any campaign will fail if the client isn't willing or capable of being visible with a commanding presence.

20. They have a strong desire to earn big money. They refuse to leave money on the table.

21. They ask me the right questions. And keep track of the questions they ask so they don't keep asking the same questions after I've answered them.

22. They have realistic expectations of what I can do for them... while expending effort themselves.

23. They have a healthy self-confidence based on prior success and/or professional competence.

23. They are well-mannered and conscious of time (time is money) and able to answer the question: "What specifically do you want me to help you do?".

24. They are willing to spend time building their own business. Entrepreneurs are willing to make sacrifices.

25. They believe they are selling professional advice (an expert), rather than selling products (a retailer).

26. They have saved money to invest in their future as a professional. They understand that spending it on toys or ineffective services is counter-productive to reaching their goals.

27. They are willing to invest upfront 1% to 10% of their future income to earn at least $100,000 to $600,000 per annum (in about 2-3 years).

28. They are willing to follow the 12 principles that led to the success of people like Dr. Phil, Martha Stewart, Julia Child, etc., rather than Internet marketing methods followed by the masses who sell products.

29. They have approached me with a realistic, reasonable budget.

30. They recognize that I run a for-profit consulting practice, not a loan company, charity, non-profit organization, or hobby.

31. They treat me as a paid consultant, not a philanthropist, their mom, not a subordinate, nor their Fairy Godmother.

32. They send me emails in plain text format with no cute repeating photos in the background.

33. They have asked me to conduct the personal public relations campaigns I am known for, and not direct selling or telemarketing which will only sabotage their success and diminish their prestige.

34. They already know how to run a successful, stream-lined business and have done so for several years so I don't have to teach them how.

35. They return phone calls and emails in a timely fashion.

36. They pay their bills on time.

37. They don't make me answerable to one of their subordinates or assistants or a competing public relations firm.

38. They provide important information without my having to ask for it: their location, web site, book, and their other online presences.

39. They make their marketing efforts a priority, not secondary to vacations, hobbies, sports or leisure activities.

40. They are specific, not vague about what they want and what they can actually afford.

If you say you can't afford my services and you can't earn it on your own, consider finding private investors to put up the money on your behalf. I can show you how I did it... see this page.