To thine own self be true

The goal of any home-based business is to get as many customers as possible. The more customers you amass, the more money you bring in. Right?

Not necessarily. The trick is to target high-quality clients you enjoy working with. I’ve found that loyal, repeat customers fall into these buckets:

1) Former colleagues. One of the best ways to get your business off the ground is to ally with your former colleagues - especially if you’re staying in the same industry. These people know your work and are willing to put their faith in your ability to do a good job. They make a nice foundation when first starting out. Like the old saying goes, “Go with what you know.”

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The goal of any home-based business is to get as many customers as possible. The more customers you amass, the more money you bring in. Right?

Not necessarily. The trick is to target high-quality clients you enjoy working with. I’ve found that loyal, repeat customers fall into these buckets:

1) Former colleagues. One of the best ways to get your business off the ground is to ally with your former colleagues - especially if you’re staying in the same industry. These people know your work and are willing to put their faith in your ability to do a good job. They make a nice foundation when first starting out. Like the old saying goes, “Go with what you know.”

2) Referrals from colleagues. This is another pot that can quickly fill up. When you start out, let your former colleagues know your business plans. Chances are they encounter people who could use your services, and a recommendation goes a long way. Be sure thank these people for referring you. I sometimes send referrers an Amazon.com gift certificate, but a handwritten thank-you note does the trick, too.

3) Networking. So many networking opportunities could lead to new business. At my first meeting of the Corridor Nine Chamber of Commerce, I was too shy to hand out business cards. But then I saw how people exchanged them in the course of conversation. The next time I brought a stack and handed them out. I also finessed my elevator pitch (what I do) down to one sentence, and learned to ask what line of business they were in. I file all the cards and have since contacted several folks for various services.

4) Elevator pitch. Here’s mine: “I write and edit for high-tech publications and companies.” In crafting yours, use direct language with active verbs (“create high-end product brochures” or “perform a top-to-bottom clean of your house”). Be passionate, but brief, about what you have to offer.

5) Customer word of mouth. If you do a good job, your customers will pass along your name. Each time I finish a project, I circle back with the client. I ask how he liked the finished product, if he has suggestions for working together better in the future, and ask if he has any other projects on the horizon. That last part used to seem too forward, but I realized there’s no time like the present to ask about future. Even if a client didn’t have a project at the moment, he might know a colleague who does. Make sure to follow up a few weeks, to remind them that your services are available.

6) Dream jobs. Everyone has their “ultimate” client. For me, it’s the Boston Globe. I wrote the editor an e-mail when I started my business. I introduced myself, pasted in my bio, offered links to my published articles, and offered several column and story ideas. I checked in periodically - but didn’t nag. Eventually, a new column focused on small businesses came open and the editor asked if I wanted to participate in the writer rotation. Lesson learned? Plot out what you want and then be gutsy - but tactful - and go for it. (If you need help, consider reading “What should I do with my life ” by Po Bronson, which features stories of people who followed their dreams to success - and failure.) Remember, the worst they can say is no.