Choosing Your Clients Like Playboy Models Choose Boyfriends

First of all, if you are female, just flip the scenario. Calvin Klein models for you. Or Justin Bieber, whatever is the equivalent for you.

You walk into the bar and boom, there’s this girl, perfect in every way. It’s like there’s no-one else even there. She wipes the floor with the other girls, they can’t hold a candle to her.

Now, when guy after guy rolls up to her trying to get her number, a date, or even just survive a 2-minute conversation, she is the buyer, she’s choosing.

She can nitpick.

“Na, don’t like his shoes. My brother has them”

“Not tall enough”

“He’s got a top knot. No. Just no”

You get the point. So with that said, how do you put yourself in the buying frame of the “10”, or the Playboy Model?

She’s just a girl, you are just a business, so what makes her different and able to get the best possible guy? She has options. She can say no to 20-30 dudes before saying “maybe” to one.

You need to put yourself in that same situation where you are scrutinising your potential clients to see if they are good enough for you. Enough waffle, how do you do it?


It starts by actually being the best. You don’t have to be the best for everyone. Not everyone likes blondes for example, but you need to be the best for the people you want to work with.

The easiest way to do that is by looking at what you are actually best at, what are you fastest at and what do you get the best results when doing?

If you are a web designer and your design absolutely sucks but you get every site ranked at the top of Google effortlessly then maybe be the SEO guy for certain sized businesses.

Maybe, continuing the same theme, you can’t code for toffee but your ability to understand psychology from a design perspective means you can make 3 tweaks and double the profitability of a website.

What tiny skill sets do you have that you can double down on, go deeper into and truly become the best at?


In your marketing, stop talking about all the other things you do. I know what you’re thinking. “But we will lose people”. No, you won’t. You know this deep down.

Get this, I mentored this 18-year-old kid a few years ago and he was this insane data-geek. He loved it. He could tell you anything about Google Analytics or what each thing meant.

I was on the phone to him one time, helping him with an issue with one of his clients. It suddenly dawned on me:

“Dude, you fucking hate web design. Just stop doing it. Just charge companies to tell them what the shit in Google Analytics means in plain English.

Most people don’t know their converstion rate from their uniques. Just tell them what they need to change each month and charge them £30 a month”.

2 years on, that’s all he does. He’s the Google Analytics guy. The more visits you get to your website, the more money you pay. It’s the perfect business model.

Let’s find out what yours is shall we?


Here are some leading questions which might help you narrow down how to carve out your little niche.

  1. What are you fastest at?
  2. What do you get the best client results by doing?
  3. What gets the best social feedback?
  4. What’s the most unique or rare in terms of skill?
  5. What kind of work gives you the best clients?
  6. What do you enjoy the most?
  7. What work is the most profitable?
  8. What work do you find the easiest to sell?
  9. What does your network think you are best at? (Doesn’t matter if they are right or not)
  10. Which has highest chance of being able to attach a monthly fee to it?

Now, that should get you most the way there. Once you’ve picked it, this is how you market that new product or service.


One of the things that makes this work, going back to our original example, is how little smoke show wasn’t going up to guys asking them if they want to go out with her was she? They were going up to her.

That’s what we’re going to do here.

Step 1: Create a Lead Magnet

Write a simple e-book teaching someone your specialist skill.

If you can’t do that because you’re an architect or something, then spin it a different way. If you only build £1m+ houses then maybe write the e-book about how to design the perfect house for entertaining guests.

Whatever it is, make sure it’s actionable, less than 10 pages and it’s in bite-sized chunks.

If you’re an SEO guy then teach someone how to do SEO in 10-minutes a day. They won’t do it but it’s an attractive concept and positions you as an expert.

Step 2: Write a series of follow up emails

These should be 90/10 in terms of value vs selling. Make the email content better than the book.

You don’t want being on your list to seem like a downgrade. It should feel like a VIP club to them.

Keeping people on-side with these emails being beyond epic. Keep them punchy.

This is a video I shot about how to write an autoresponder so it actually produces money.

Step 3: Have a call to action that gets people on the phone

The call should be about getting to the truth of the issue they’re having.

Because this is all you do, you’re the natural person to do this. If you get them on the phone you are most of the way there.

Just be cool on the phone, stay professional and make sure your pricing is right and you’ll close the sale.

I’d recommend using Frank Kern’s Collaborative Close here. It works beautifully.

Step 4: Drive paid traffic to your e-book landing page

Don’t skimp on this. Just stump up some cash.

£10 a day is cool to start with. You should get 2 or 3 readers a day even if you suck at Pay Per Click.

By the end of the month, you’ll have 100 people thinking you’re awesome because of your book, they’re in your funnel and you’ve spent £300.

Big deal, keep going.

If you are good at PPC you’ll be paying half that.

At some point, you’ll start getting people responding to your emails saying

“You know, can you give me a hand with this?”

Then you jump in, get them on the phone and start to qualify them.

I shot a video once about which out of Facebook, Twitter, Google Adwords and LinkedIn is better for traffic.


You want to make sure they are going to be decent clients. By decent, I have a strict criteria. Yours might be different but here’s mine.

  • Male
  • Under 50
  • Interested in tech (on some level)
  • Been in business at least 3 or 4 years
  • Have read my book
  • Hard working and a proven history of producing results

For instance, say, in order for my service to be a success, they need to give me information or do some work on their end and they are lazy. We’re going to have a problem.

It’s going to screw up my processes, slow me down and lower my chances of getting them results. I want every client to be a case study so taking this lady’s money fucks up my business going forward.

If they don’t meet my criteria, there better be a damn good reason for it. Find out what your criteria is and make them meet it. If they don’t, say:

“Sorry, I don’t think we’re going to be a good fit, maybe try x, y or z.”


Now, once you have your leads starting to put their hand up and show interest and you are doing these qualification calls, you can start to choose who you work with.

This only works because you completely remove the desperation and the need to make the sale.

You can act cool. You don’t need any of them to be perfect because you know that you’re going to have another few people this week say they’re interested who you can choose from.

It’s called “living in abundance”.

That my friends is how you become the business equivalent of the Playboy Model.

Good luck guys and girls.


If you want to share this with your friends, co-workers and anyone else you think might get some value out of it then I’d be really appreciative.

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