Know Your Target Market
I talk about target market and identifying your target market time and time again, but something I haven’t really covered in a lot of detail is why it’s so important. I haven’t really covered why you need to understand who you are selling to and who it is that you are helping in your business.
Identify Your Audience
Whether you are a product-based business or service-based business, ask yourself, who is buying from you, why are they buying from you, when are they buying from you, and how? Once you sit down and you really break this down, what happens is you can start building a picture of who that person is, who your ideal client is.
You can give them a name and create an avatar of the person who is your ideal client. This will give you an idea of what they look like, if they have a family, their age, what they like to eat, where they like to go, what issues they have in their lives, and what they do for work. You can build up a picture of someone that will help you create and craft your copy. This is important because you need to get into people’s heads. You need to address their pain points and really emphasise why they have those pain points.
An Example
For example, when I am thinking of my ideal clients, you know, I really enjoy working with service-based businesses. It doesn’t matter what industry they are in, but rather the mindset of that particular client. I really enjoy working with positive people, with go-getters and people who really want to make a difference in their business and in their lives.
So when I am writing copy, I know that I can talk about marketing strategy or social media and that the biggest concern for a lot of my clients is not so much the cost but more about how we can get out there and how we can do it quickly so we can start having an impact. Rather than slowly working together and building a relationship, it boils down to ‘does it help them in their business immediately?’ After that, we look at long-term solutions and how to build up that list of warm leads and their sales funnel.
Who is your Target Audience
So, going back to my point about target markets, please, please, please do not skip this step. Spend some time looking at who it is that you are working with and why is it you enjoy working with them. Have a look at the type of client that you are naturally attracting. If they are not the type of clients that you enjoy working with, then I would highly recommend booking in for a session with me. We can delve into a little bit and so we can understand why you attracting these people and how we can turn it around.
In a product-based business it is a little easier because if you’re working with certain products and you keep getting product returns and receive customer complaints, the obvious thing to do is either stop producing that particular product or investigate the complains and adjust the quality of the product, or the price point or target a different demographic or a different region or country.
Service Based Businesses
In a service–based business you can address the services you offer, check where problems might be occurring and review your approach based on how you are packaging your offerings. It’s important to offer clarity from the offset so that clients know what they are getting.
Knowing your market and your ideal customer can help you to tailor your offerings to customers as well as your responses if things go wrong. This is a step in building your business that you do not want to leave out!