Issue #17: Stop Chasing Everyone: How to Identify Your Dream Client and Build a Profitable MDB Business
Tuesday, January 28, 2025
Editors Note
Welcome to this issue of Digital Display Insider! In this issue, we will be giving you valuable information as you navigate the Mobile Digital Billboard (M.D.B.) startup process.
I’m back after missing last week while attending a conference in Phoenix, where I managed a fleet of indoor screens for a franchise client. This experience reinforced how crucial it is to understand the unique needs of each client and deliver tailored solutions.
This week, we’re diving into a foundational topic for new operators: defining your dream client. This is a framework I learned from one of my mentors, Russell Brunson, and it has been so valuable in my various businesses. One of the biggest challenges for new entrepreneurs is figuring out WHO to serve. Trying to cater to everyone may seem like a good idea at first, but it often leads to frustration, wasted time, and mediocre results. In this issue, I’ll guide you through a step-by-step process to identify your ideal client so you can focus your energy where it matters most. Let’s get started!
M.D.B. Startup Focus
Stop Chasing Everyone: How to Identify Your Dream Client and Build a Profitable MDB Business
When launching a Mobile Digital Billboard (M.D.B.) business, one of the most critical steps is figuring out WHO your dream client is. Many operators assume that simply owning a LED truck will have businesses lining up to throw money at them, but that’s not how it works. One of the greatest strengths of mobile billboards is their versatility—you can use them for everything from retail ads to nonprofit campaigns to political rallies. However, this flexibility is also their greatest challenge. Without a clear idea of who you want to serve, you risk trying to be all things to all people.
And as the saying goes, “If you try to be all things to all people, you will be nothing to nobody.”
Early in my entrepreneurial journey, I fell into this trap. I’d pitch my services with vague promises like, “What do you need? We can make it happen.” But that shotgun approach got me nowhere. It wasn’t until I defined my ideal client that my business took off. In Omaha where we developed the Total360 Local Model, I focused on small- to medium-sized retail and service B to C businesses that had $1M+ in revenue, a marketing budget of at least $100K, and a full-time marketing manager. They were big enough to need sophisticated campaigns but small enough that they didn’t work with major agencies yet. Once I narrowed my focus, everything changed. It became easier to identify prospects, tailor my services, and craft messaging that resonated.
Today, I want to help you do the same. Defining your dream client will save you time, energy, and frustration—and it’s the foundation for building a profitable, legacy-driven business.
What Is a Dream Client?
A dream client is more than just a business with money to spend. They’re the kind of customer who aligns with your services, values, and goals. They’re easy to work with, understand your value, and see how your truck can solve their advertising challenges. These are the clients that don’t create anxiety when you see them on your caller ID. Defining your dream client helps you focus your efforts on prospects who are most likely to convert into long-term, high-value relationships.
This exercise isn’t just about finding “anyone” who might use your truck. It’s about identifying the right people—the ones who will benefit most from what you offer and help you build a sustainable business.
How to Define Your Dream Client
Here’s a step-by-step guide to help you craft your dream client profile:
Step 1: Start with Demographics
The easiest way to begin is by identifying the basic characteristics of your ideal client. Ask yourself:
- What industry are they in? (e.g., retail, restaurants, service-based businesses, nonprofits)
- How large is their business? (e.g., $1M+ in revenue, 10+ employees)
- Are they B2C (business-to-consumer) or B2B (business-to-business)?
- Where are they located? (e.g., your city, surrounding counties)
Demographics give you a broad picture of who you want to target and help you narrow down your focus.
Step 2: Explore Psychographics
Psychographics go deeper, focusing on your dream client’s mindset, challenges, and goals. Ask questions like:
- What are their biggest advertising pain points? (e.g., lack of visibility, difficulty driving foot traffic)
- What keeps them awake at night? (e.g., competition, shrinking customer base)
- What goals are they trying to achieve? (e.g., increasing sales, growing brand awareness)
- What do they value most in a marketing partner? (e.g., reliability, measurable results, creativity)
Understanding these elements will help you craft messaging that resonates and positions your truck as the perfect solution.
Step 3: Identify Their Budget and Decision-Making Power
Not all businesses are financially ready to invest in your services. Ask yourself:
- What’s their advertising budget? A good starting point might be businesses with $100K+ in annual marketing spend.
- Who makes the decisions about marketing? Is it the business owner, a marketing manager, or someone else?
Targeting businesses with both the budget and authority to say “yes” ensures you’re focusing your efforts on qualified leads.
Step 4: Narrow the Focus
Once you’ve answered these questions, combine the information into a clear profile. For example:
- “My dream client is a retail business in Omaha with $1M+ in revenue, a B2C focus, and a marketing manager who needs high-visibility campaigns to drive foot traffic.”
This level of clarity makes it easier to identify prospects, craft tailored messaging, and prioritize your efforts.
Why Defining Your Dream Client Matters
Taking the time to define your dream client has several benefits:
- Easier Prospecting: You’ll know exactly who to target, saving time and energy.
- Better Marketing: Your messaging and campaigns will resonate because they’re tailored to your ideal client’s needs.
- Increased Profitability: Focusing on high-value clients leads to higher ROI and avoids the frustration of unqualified leads.
Instead of wasting time chasing random opportunities, you’ll work smarter, not harder, by focusing on the clients who align with your business goals.
Avoiding Common Pitfalls
One of the most common mistakes new operators make is trying to appeal to everyone. They see all the possibilities their truck offers and think, “I’ll just wait for clients to tell me what they need.” But this approach rarely works. Clients want to know that you understand their specific needs, and having a clear menu of services tailored to your dream client makes all the difference.
Defining your dream client gives you clarity, direction, and purpose. It’s the foundation for hustling hard and creating a legacy-driven business.
What’s Next? Build Your Dream 100 List
Once you’ve defined your dream client, it’s time to create a Dream 100 list. These are the top 100 businesses or organizations in your area that match your ideal profile. Start researching their needs, following them on social media, and planning how you’ll connect with them.
In future issues, we’ll dive into how to build meaningful relationships with your Dream 100 and move them into your funnel.
Closing Thoughts
Defining your dream client is one of the most important steps you can take to grow your Mobile Digital Billboard business. It gives you the clarity to focus your efforts, the confidence to market your services, and the direction to build something sustainable. By knowing exactly who you’re serving, you can work with purpose, build lasting relationships, and create a business that serves your family and community for years to come.
Now it’s your turn. Sit down, work through these questions, and craft your dream client profile. This is where your legacy starts.
BONUS VIDEO: In this weeks Bonus Video (scroll down), I will go deeper into this concept and give you specific industries and business types that I found to be great clients for me. I also created a Dream Customer Worksheet that you can get for free by watching the video. Don’t miss this!
Jerry Teeter LED Truck Consulting www.jerryteeter.com/consulting
LED Truck Financing Options
Financing Options: Lease Your LED Truck with Currency
I’m excited to announce that Legion LED Trucks has partnered with Currency to offer flexible financing and lease options for both new and used LED trucks! Whether you’re looking to start or grow your MDB business, these leasing plans provide an affordable way to get on the road with minimal upfront investment.
Leasing is an excellent option for operators who want to keep cash flow steady while upgrading their equipment regularly. With 36-, 48-, and 60-month turnback leases available, you can keep your fleet up to date without the commitment of long-term ownership. For example:
- Lease a $150,000 truck for $4,665/month on a 36-month term or $3,626/month on a 48-month term.
- A $200,000 truck can be leased for $6,221/month on a 36-month term, $4,835/month on a 48-month term, or $4,007/month on a 60-month term.
- Payments can be customized based on your needs, with turnback options at the end of the lease.
To qualify, applicants need a minimum 670+ credit score and three months of bank statements. Additional requirements may apply. Financing is subject to credit approval, and terms may vary based on creditworthiness and truck selection.
This partnership is designed to make it easier than ever to grow your business without tying up capital. For more information or to explore your leasing options, contact us today!
Bonus Content
Access this weeks bonus video in our free Digital Display Insiders Facebook Group.
AUTHOR:
Jerry Teeter
Founder/CEO Legion LED Trucks
Jerry Teeter is a pioneer in the mobile digital billboard industry, with over a decade of experience operating and manufacturing state-of-the-art LED trucks. As the founder of Legion LED Trucks and the creator of Digital Display Insider, Jerry shares his expertise to help entrepreneurs and businesses succeed in this innovative advertising space.
Need a LED Truck?
Legion LED Trucks is your source for new and used LED trucks and trailers.
If you need financing, lease options, or help knowing how to make money with your new truck, we can help you there too!
Contact us today and we will help you get started in your LED truck journey.
