Very good points, Peter.

I’ve recently landed good projects with local clients, and being local was crucial. Of course, as you say, there are far more potential clients beyond our local region, and most want quality, not proximity.

The local angle is an excellent one. Prospects love the idea of doing business with folks in their backyard – gives them a more comfortable feeling. As such, it’s a perfect ice-breaker.

What’s funny, of course, is how many of them, once you start working with them, may still never actually meet with you, but knowing they could gives them a sense of comfort. I have one client I’ve been working with since 2012, done dozens of projects for, and only JUST met them for the first time this past April!

Now, those reading this who don’t have much of a local market of prospects shouldn’t get discouraged, thinking that the “local” angle wouldn’t work for them. Think of it more as a plus than a requirement.

Fact is, geography makes very little difference anymore to most clients, so if all your marketing is done to remote areas, it’s absolutely not a problem. The ones for whom it IS a problem won’t do business with you, and the ones for whom it isn’t will (AND often like the fact that there won’t be a lot of time-wasting in-person meetings).

All the best to everyone!

PB

I live in sparsely populated Southern Oregon, and I grew up in Redding 120 miles to the south, so I have a broad “local” range.

Tom, I’m also a big fan of getting prospects on the phone; it’s definitely a lot easier to make the sale.

I think playing the local angle works really well with smaller clients who get most or all of their business from the local area.

But I will say it’s incredibly important to get people on the phone – I’ve found I can usually land clients if I talk to them. That’s why a lot of people who use cold email include a line that says “let’s schedule a call and talk things over.”

“Local” might also be an issue if you live in an where the pay rates are pretty low – this is certainly the case where I live.

But I would certainly urge people to give it a try.