Video: Who are Your “Red Velvet Rope” Clients?

by Kevin Delaney

In this video, I talk about “Red Velvet Rope” clients — a term coined by Michael Port in his book Book Yourself Solid: (5 minutes)

After watching the video, take some time to identify who are your dream clients — and who to you represent those time/resource/energy-wasting “duds.”

{ 7 comments… read them below or add one }

andy December 15, 2011 at 10:41 am

i was thinking about this very thing last week. jettisoning the ‘dud’ clients opens you up to find better work – but it took being established for several years before i had the guts to do it. its making money for money’s sake vs having some time to do other things i like to do, in addition to being able to market more to the people i want to work with. obviously, you have to have a client list and live life within your means to do it. if you are maxing out your expenses, this is just going to stress you more. but once you have a list, control your outgoing money and then you don’t have to take every piece of business that comes along.

Dawn December 15, 2011 at 11:51 am

I did this very thing, just yesterday. I’m so glad to watch your video and see how my instincts were on the money. Business is always evolving and so are we. Change and growth are therefore inevitable. At the same time, these things can also happen all on their own naturally. What once was a fit, is no longer and there can be a mutual parting of ways. Just like personal relationships that shift over time. We leave a situation and it helps open the doors for new velvet clients for us and the work we leave behind is great for the interns who need the break. The void is filled for both parties. Win Win!!! The end of the year is a great time to make changes and start off fresh in 2012.

Thanks so much Kevin, for building your personal strength and sharing it with others. Your tips and classes are generous and full of wisdom!

Angela McEwan December 15, 2011 at 7:56 pm

Hi Kevin,
Enjoyed your Velvet Rope comments as well as your pumping iron VO. I find I’m making money from on camera commercials whereas VO is giving me zero, so I’m switching my focus and getting new headshots next week. That’s why you haven’t seen me in your workshops lately, much as I enjoyed them. I’m on Funny or Die in a couple of things: The 20 Second Rule, a 10 minute comedy, and Nursing Home Confidential, a Pilot in which I play Gertie. I’ll be in Eagleheart in March, and I was seen in a photo as the grandma on New Girl in the Thanksgiving episode. Enjoy the holidays.

LoveThatRebecca December 16, 2011 at 8:08 am

Hey Kev! This is a GREAT video and spot on timing for this end of year beginning of next time frame. This just happened to me to, where there was a client I had to turn down unless they wanted to work with me a certain way. They couldn’t, and we both moved on. Seems like I’m not the only one according to other comments posted. Thanks for the regular support.


Johnny George December 17, 2011 at 12:19 pm

Hi Kevin,

Good advice to many of us who may have a full plate. I’ve noticed recently that I too have wanted to jettison some of my “bottom feeders”. However, many of these are the ones who ask for projects when biz is slow and I DO have the time. So many are being kept on for that very reason….for now.

As they say, your top 20% make up 80% of your income. Weed out the others as you replace them with more in the top 20%. It’s a long process – but as you mature and your client list matures – it becomes increasingly easier to increase that Red Velvet Rope clientele.

Thanks for the thought provoking advise. It helps solidify our thinking.

Merry Ho-Ho!


Earl Thomas December 26, 2011 at 11:17 am

Thanks Kevin, I know who my first VIP CLIENT IS and I know who the bottom 10 -15 % are. Wishing you a very HAPPY NEW YEAR.

Nick Shakoour October 22, 2012 at 3:41 pm

Everything you just said is dead on. I have been recently thinking of which clients have been duds and which ones I’ve loved working with and would drop what I’m doing to work with again. Good stuff man.

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