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Don't Bring Me Down: Keeping the brand clear of toxic clients


If you are a loyal reader or your company has worked with me on your brand, you know how adamant I am about defining who your ideal client is. If you can’t define the target you want to hit, you’ll be wasting a lot of time, money and energy hoping to hit somethinganything.

Equally important is defining who your client is not. Unfortunately, the prevailing attitude in most corporations is that anyone is better than no one. But is that true?

Nope. Here’s why. If don’t know who is not your client, you may attract toxic clients. Toxic Clients:

If you are nodding your head, you’ve been there. You can’t expect to get along with every personality you encounter, but toxic clients are a whole other level. They will damage your brand, overload your resources, trample your employees’ spirits, be slow paying and cost you a lot more than what you bill them.

Trust you gut. Don’t be afraid to say, “We are not a good fit,” and step away. Save your good stuff for the most deserving clients—those who want you both to succeed.

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