Marketing should be forward-thinking. But too often, businesses get stuck talking to the people who are already in the room—rather than those they want to invite in next.
Here’s the truth: There’s a difference between your current customer and your ideal customer. And if you’re only speaking to one of them, your growth may already be capped.
🎯 Current Customer vs. Ideal Customer
Let’s break it down.
Your current customer is familiar. They’re already buying. They know your voice, your offers, your process. It’s easy to create content that speaks to them—because they’re already here.
Your ideal customer may not know you exist yet. They might be further along in their decision-making, expecting more from your messaging, or seeking a deeper level of service or professionalism. Reaching them requires intention—and sometimes a shift in tone, offer, or delivery.
If your marketing is built only to retain, and not to attract—you may be standing still without realizing it.
📉 How This Shows Up in Your Marketing
- You keep posting on social, but engagement is low.
- You get inquiries—but not the kind of clients you’re hoping for.
- You’re ranking well on Google, but leads aren’t converting.
- Your ads get clicks—but the follow-through isn’t there.
In these cases, it’s not that you’re doing everything wrong—it’s that you’re talking to the wrong person.
🧭 How to Shift Your Message Toward Growth
Start with clarity.
Who do you want to attract more of? Be specific. Consider income level, service needs, communication style, values, decision-making habits.
Audit your current content.
Are you creating from a place of habit—or strategy? If your messaging would mostly resonate with your current base, it may be time to evolve.
Adjust your tone and positioning.
Speak up to your next-level customer—not in a way that alienates your current base, but in a way that clearly says: “We’re here, we’re growing, and we’re ready for what’s next.”
Align your offer.
It’s not just what you say—it’s what you’re offering and how you’re presenting it. Are you still marketing an entry-level offer when you’re trying to close high-level clients?
What We Do at Harper Lane Productions
- We ask better questions.
- We don’t just ask, “What do you want to say this month?”
- We ask, “Who are you trying to attract this quarter?” “Where do you want your business to be next year?”
Then we build messaging that supports that growth—not just the status quo.
From SEO and social strategy to digital ads and content planning, we create marketing that doesn’t just reflect where you are—it supports where you’re going.
The next phase of your business won’t be built on yesterday’s messaging. Speak to the client you want—not just the one you already have.
