Chet took over a failing law magazine and stopped chasing every advertiser. Instead, he identified 168 high-spending companies and marketed to them consistently. The magazine turned around.
change your business dramatically, right? And so what he had done is he was working for a law magazine, and when he was working for this law magazine, his company was at the bottom every year. And you know, Chet did not like being at the bottom. So he was, he was marketing to a list of about 2,000 companies to try to sell advertising in the magazine, and it wasn't working. So one day he was looking at his competitors' law magazines and he realized something. that when he flipped through them, that there was always like the people that had the inside of the front cover, the back cover, the inside of the back cover, the people that bought the big one-page ads, and they were in there every single month. And he was like, okay, I'm going after all of these people where there's these people here, this smaller subset that would spend money easily. Yeah. So he put a list together of 168 companies and he marketed to them every single month.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
