From Broad Marketing to Targeted Success

10 Appointments, 2 New Clients, and 1 Major Opportunity

Neil Hawkins, founder of Future World 3D, a business that creates virtual tours for businesses and venues, came to the Business Clinic to address a critical challenge: his business lacked focus, and he was struggling to attract high-quality, larger opportunities.

The Challenge

 Neil struggled to land high-quality and bigger opportunities using social media posts and costly Google ads, draining both his time and money.

His marketing efforts felt scattered, going after all sorts of businesses and types of clients. During a “hot seat” session with Michael (see the photo above), it became clear the issue was Neil’s overly broad approach. His ideal clients were in just 2-3 niches, not the wide range he had been pursuing.

The Strategy 

 With guidance from the clinic, Neil refocused his efforts on a more targeted approach.

He identified his “best-fit” customers and implemented a simple yet effective strategy: sending personalised letters directly to his list of “dream” clients.

This allowed him to cut through the noise of digital marketing and reach the high-value prospects he had been looking for.  

The Results 

 In just a few months, Neil saw significant results:

✅ 64 letters sent.

✅ 43 opportunities created.

✅ 10 appointments booked (7 scheduled between now and January)

✅ 2 New Clients closed.

✅ 1 “Very Big Opportunity” still in the works.

✅ Total budget: just £247

Minimal Investment, High Returns

 Neil’s approach required only basic materials: letters, envelopes, and stamps. The ROI was impressive, especially when considering metrics like Cost Per Booked Appointment and Client Acquisition Cost. By shifting to a focused, personal strategy, Neil was able to attract the high-quality clients he had been seeking with minimal expense.

Neil himself was amazed by the results, stating:

“I didn’t think it was possible to get responses from decision-makers at the companies I was targeting, but this strategy changed everything.”

What Other Business Clinic Participants Are Saying: 

“The session was packed with valuable insights and actionable strategies. It truly opened my mind to new possibilities. The delivery was spot on – engaging, clear, and motivating. I can’t wait to implement what I’ve learned!”- Gillian Etherington, Human Touch HR Solutions (see post here)

“Thank you so much, Michael! I learned more in two hours than I have in the last three years. Absolutely brilliant!” – Sally McIlhone, Marketing Manager, Phoenix Theatre Bordon