In this episode, Jody Cook breaks down a simple framework, rabbits, deer, and elephants

to help you figure out which type of client actually fits your business.

We talk about ambition, scale, lifestyle, and why chasing the biggest deal isn't always the

smartest move.

If you've ever wondered who you should really be working with, this one's for you.

Let's talk about the three types of clients and which is right for your business, because I have

a theory or I have a framework that I used when I run my agency, that I run for 10

years before I sold it. And this is how we categorize clients so that we decided who to work

with. And the three categories are rabbits, deer and elephants. The idea is that first you've got rabbits

and rabbits are quite small clients. So they are very easy

to close, very easy to get. They're low ticket. They're, they're kind of easy to serve.

They multiply. So once you have one rabbit, you'll probably have loads of rabbits. For me,

all my first rabbit clients were the small ones. They all came through networking. And for me and my agency, these were the kind of $500 to $1,500 a month like clients, but it doesn't have to be that dollar amount. It could be anything, depending on what kind of agency you run or what kind of business you run. Then you've got deer. And so deer are mid-sized clients. This is kind of a

hunting analogy but because we've got elephants, I'm not going to do that because obviously that

doesn't happen. So then you've got deer and they're the mid-sized clients. So they are pretty

solid value. They're reliable. They don't take a bunch of people to catch. You can kind of catch a deer with

one person. They take more effort to land than rabbits, but they're still good return, not too

much complexity. And then in my agency, when we started getting deer based clients, they were

kind of 1500 to maybe 6 or 7,000 a month. That was kind of the level of deer client.

And then also all of those clients came through either my personal brand or Google ads.

They just, that's where they came from. And then you've got elephants and this is the third

type. And elephants are really big clients. And we actually categorize these in terms

...