Next column, title "M/S/D/U" = married, single, divorced, unknown. Go down column and complete again.

Remember, before you move onto a new column you want to complete previous column as much as possible -- there is a subconscious reason for this I don't want to go off topic to explain, so I'm asking you just trust me on this. Please.

Here is a list of other demographic type of information you want to continue in this same format: Age, time zone, number of children (if any), how long a client, marketing resource (how did they find you or you them), fee, and service type.

As you continue to go through and complete each column you will begin to see some patterns on type of client you are attraction as well as how they became your client (the source).

Continue with this project by adding more distinctions over next week. As you complete each column, another important fact will emerge for you that you will want to review. If you are missing some information, you might want to pick up phone and call that past client and ask – a great reason to get back in touch with them and renew your name in their mind.

When you begin seeing patterns emerge, like you work mainly with 90% males, or everyone lives in a certain area, or all are divorced, etc. Some of these patterns are going to be obvious and some aren't. This is why this exercise is good to complete at least once a year. I do this even though I now have software that does it for me. There is nothing like ink and paper to open my outside-the-box thinking that doesn't emerge when reviewing a printed report.

When you get to a slowing down place, pull out description again of your ideal client. Now, see averages for this measurement chart in comparison to your ideal client. How is it different? Were there any ideal clients on list -- put a star next to them or highlight them?

Is there a gap between two? Can you see what gap is? Is it obvious? Do you need to build a bridge of things to evolve with that moves from island to mainland? If yes, what is it?

Okay, you've got your work cut out for yourself. I agree. Then again, this exercise is top one I recommend to all my clients, workshop participants, and teleclass attendees. I have even had seasoned professionals resist completing exercise because they felt they knew everything there was to know on this already. If you feel this same way, it’s okay. Let it evolve and see if something grows.

Much to their surprise after they completed exercise. In fact, Jim, an insurance agent from Arizona wrote me an e- mail after a recent teleclass that did assignment, yes, with that same reluctance, saying,

"Damn, Catherine, you're good. The exercise eat at me until this morning when I gave in and did exercise even though last night I convinced myself that I already knew all answers. I discovered way too many holes in our marketing. My whole staff is excited. After I introduced it to them in this morning’s staff meeting, we had to cut meeting short because everyone couldn't wait to get back to their office and do exercise."

(c) Copyright 2003, Catherine Franz. All rights reserved.

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