Why you attract the wrong clients | 96

Electricians are you attracting tight ass clients? Learn to spot them, avoid them, and build a business around people who actually value your work.

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Transcript

Dabble with the DETA switches down the Bunnings aisles. Speak to the electrical expert — you’ll know best.
 Welcome to Simplified Sparky Marketing.

I’m gonna play you some triggering content. Whether you’re an electrician, carpenter, plumber — any tradie listening — this one’s gonna hit a nerve.

“Never get ripped off by a tradie again. Write in ChatGPT what you want done. Ask it to create an itemised list of everything you’ll need for your renovation. Then get it to price up all the items at Bunnings Warehouse. Then you’ll know the cost of materials. Buy all the stuff yourself — and then ask a builder to come and do the job.”

If you want to save money doing renovations, you’ve got to think for the builder. The moment you get someone else to think — that’s when you lose money.

Now — before you grab your pitchforks — take a step back. Don’t worry about what advice he’s putting out. The kind of people this guy is targeting are not your clients. With the right marketing, you’ll never deal with them.

If you ever have a builder say, “We’ve got a job next week, don’t worry about ordering any gear — the client’s used AI to list everything they need, right down to the last cable tie”... you need to get your head checked.

Because no builder in their right mind would take that job. And no tradie with an ounce of experience would show up to a site like that.

This all ties into one big thing: target market.

Last night inside Simplified Sparky, our live session was all about target market — and it’s exactly what this podcast is about.

Your niche is what you do.
Your target market is who pays for it.
Your messaging is what you say to make them choose you.

All three have to work together — that’s the system.

So what is a target market?
 It’s the person paying your bills. The one you want more of.
 And if you’re still saying “Anyone who’ll pay me,” you’re going to end up with tight-arse clients like that AI bathroom bloke.

When I teach this, we focus on three things: geographics, psychographics, and demographics.

• Geographics: Where they live. Your service area.
  Stop saying “Sydney-wide” or “Melbourne-wide.” You’ll drown yourself. Master your own suburb — it’ll keep you busy for years.
• Psychographics: What’s going on in their head. Their fears. Their frustrations with tradies. Their goals. What they actually care about.
• Demographics: Who they are. Married? Kids? Pets? What kind of house? What kind of car?
  The more you know this, the more your marketing speaks directly to them.

When you nail all three, you know your client so well that you become the obvious choice.
 Tie that in with the right messaging, and you’re set.

Now, back to our mate — the “AI bathroom expert.”
 He’s trying to start a side hustle. Looks like he flips houses, maybe makes a few bucks, but now he’s pushing this “AI will save you money” stuff.

The problem? That message attracts tight-arse clients — the worst kind.
If your content screams “cheap,” you’ll attract cheap people.

It’s the same mistake sparkies make with:

• “Pensioner discounts”
• “We’ll beat any written quote”
• “Free quotes”

That all puts you in the commodity zone — and once you’re there, you’re just another tradie fighting over scraps.

If he wanted to do it right, he’d share useful renovation tips — show tricks of the trade, give actual value. That attracts better clients.

You can do the same.
 If your best clients all play golf — market at the golf club. Sponsor a comp. Hand out flyers there. Be the go-to sparky in that space.

That’s how you own your target market.

Because if you’re not clear on who you serve, you’ll just do random acts of marketing — copying what every other sparky is doing. And that’s when you start burning cash.

If you’re like that AI guy — clueless about your market — sort it now.
 All the links you need are in the description.

Otherwise, I’ll catch you down the aisles of Bunnings — where I’ll have Kevin, the electrical expert, in a headlock.

See you next week.