There are three parts to creating a marketing message that delivers new customers. The first is getting clear on who your target market is. (We will get to how you solve their problem and the message in subsequent articles.)
Let’s look at a Real Estate Agent as an example. They may be able to sell commercial and residential real estate. And they could sell to anyone. But as they communicate their message many people won’t hear it because when they hear “Real Estate Agent” they have a concept of what that is. The rest sounds like Charlie Brown’s mother “Wah, Wah, Wah Wah, Wah.”
Now when the agent gets very clear on who they can serve the best. The clients that best fit with their talents, skills and personality, now they can create connections. For example, “I help millennials find the Loft of their Dreams in downtown Denver.”
The fist step is to identify who qualifies for your target market. There are four things to look at:
- They have a need, want and or desire for your service or product.
- They have the budget for it.
- They have the decision-making authority
- They have access to you and your business
First look at your product or service. What need, want or desire does your product fulfill? What does your product cost? Who can afford it who will be willing to pay for it? Who tends to make this buying decision?
Did you answer the questions?
Do you have a better sense?
Demographics also play a role in developing your target market. Who does my product cater to in terms of Age, Income, Generation, Occupation, Education, Is ethnicity important?
Then there are the Psychographics. These tap into the beliefs and emotions of your target buyers. What is their lifestyle, who do they listen to, what do they read? What is their motivation are they leaders or followers? What values and beliefs do they hold? Will they be supportive of the environment or do they care? What are their hobbies?
Now that you have this information you can begin to describe your target client your ideal client. As an example, it might be something like:
“My target customer is a senior manager in a health system who has risen through the ranks to her position. She has earned her degree through night-school and now that the kids are out of the house, she is ready to move up to the next level of management a Director role. She wants her team and organization to thrive.”
Now for the research. Does this target customer exist, and do they want what you are selling?
You can research this through a variety of ways. Beginning with the resources at the library. A librarian can point you to the resources to see where this demographic exists. Are they in the zip codes you serve? If not do you want to adjust your target or move your location? You can also buy research.
Then there is primary research. That is, you out in the environment where your buyer is hanging out. What are they doing? How are they spending their time? What do you notice about them?
Then there are surveys. If you have a list, you can survey the market to see what their preferences are. If you have a website, you can have some tracking analytics to help you identify who is finding you and what their characteristics are.
Another method might be a focus group. Here you gather likely buyers and interview them about the offering, their motivations, what they like and don’t like.
Once you have done the research that you can determine, is there a market? How does the market want to interact with my product or service? Is the market large enough to support my dreams?
Now you know who they are and what they want. In our next conversation we will explore how we can uniquely solve their problems so that we are the choice for their business.
If you would like help identifying how you can identify your target market or if you are interested in my 45 minute break through challenge (we will find $10K – $50K perhaps $100K in 45 minutes or less.) Contact me at CALENDLY LINK
Image Courtesy pf Cliff from Arlington, Virginia, USA [CC BY 2.0 (https://creativecommons.org/licenses/by/2.0)]
We Deliver Integrity…
We are Your Trusted…
Your Satisfaction Guaranteed…
People, Process, Technology that’s what sets us apart…
Name the company or business associated with any one of these phrases. No, you can’t? Why? Because they are throwaway lines that 99.9999% of companies try to get by on and as a result, they compete on price.
It is only when you distinguish yourself to set yourself apart from the others in your industry that you can become memorable.
You might do it with a mascot like Morris the Cat, (9-lives cat food). Maybe you call out the limitations of an industry and how you’ve solved it. Think Apple and the iPod. You no longer need to carry multiple CD’s You can have 1,000 songs in your pocket.
Stop and think about this. No, you are thinking of something else. Step back and consider how you are different. How you could be different. We all can be unique. We can all stand out.
An example maybe. You know how you encounter business coaches that are insightful, curious and you feel good afterward; only to wonder what change they helped you make? My clients have a numbers-driven process-oriented toolbox at their disposal to help them bring the best of their business into the world. It is measurable, accountable and profitable.
Given the number of people with food sensitivities, I am convinced that a casual dining experience that delivers clean and organic food, can capture a slice of the fast-casual space at a premium. There are a number of people I know that no longer eat out as they used to because they can’t trust the kitchens.
Another one was a Portland Oregon Theatre that Sets ticket prices at $4.00 per show. They show second run movies and offer gourmet food at gourmet food prices. They are not trying to be everything to everyone. BUT they have clearly identified a niche and that niche wants what they offer.
If you want your customer to find you and do business with you, you have to be different, unique and offer something of value. To really get to that you have to slow down, think about what your customer wants, your ideal customer. And who you want to work with and how.
Do you want to learn how your business can stand out? Then let’s talk. You can learn more here.
The E-myth was written in 1988 about the myths that entrepreneurs hold about success in business. And the cost of those myths on their lives, their, business and their well-being.
The book pointed out that many small business owners start their business believing these assumptions or myths. The feel that all that is needed for success is:
• Some capital
• Projected a targeted profit
This sounds great and then reality sets in. Running a business as a marathon. Not everyone pops out a Unicorn like Facebook or Uber. In fact while business start out fast and the owners have passion and are willing to do it ALL, there is only so long you can maintain that pace.
There are a lot of different factors to a successful business and you can’t ignore them if you want success.
Let’s talk about entrepreneurial seizure. This defines the roller coaster of emotions that comes with starting, nurturing and the potential failure of a business.
The emotions that occur, in order, are:
• Sense of self-loss
These feelings are the result of the assumptions, beliefs (e-myths) that we spoke to earlier. You can get your hopes so high on success that even the smallest lag can send you into an emotional tailspin. This is also brought on by the realization that you can’t do it all and will need help in the areas where you don’t have the knowledge. Now, faced with limited choices you may feel like you need to back out and hide, but don’t do this.
Use myFREE test drive to get the business coaching you need to avoid feeling overwhelmed and defeated.
Research shows that when we care for our vendors as a stakeholder in our business not only do they do well we do also. Yes financially. One way to do that is to build relationships with vendors that are not just about price, delivery and quality.
Your Vendor Partners have a lot to gain from your success. How can you enroll their support? By taking the time to get to know them, you’ll find a whole host of opportunities you didn’t realize were there.
Can you offer incentives based on performance?
Here’s the step-by-step process to putting together a partnership with a vendor:
- Approach the largest vendors you work with and offer an incentive based on performance.
- Put the incentive plan together from their perspective, as well as yours.
- Create a clear and concise way to track the performance and make it visible for all concerned. We are all more motivated when we can track our progress.
- It is not just the first deal with vendors. Perhaps give a little at the front end to reap larger cost savings on the back end as volume grows. Encourage:
- Future sales through meeting key metrics.
- Have them help you up-sell and cross sell more profitable products.
- Create an incentive plan that’s irresistible to your vendors by offering generous compensation.
Consider the vendors you work with and the ways you can put together an incentive plan that enrolls them to be part of your business. Use their talents, capabilities and connections and you’ll both be winners.
Putting together an incentive plan doesn’t have to be a complicated process. Use our FREE test drive to come up with some great ideas and put your incentive plan together for maximum results.
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Small Business Owners are desperately seeking new customers. To get beyond the point of they are working and putting in 70 hour weeks, to get to the point where they can have a team delivering value. Key to this is more customers. So they advertise. And there are lots of ways; Facebook, Newspaper, Valpak, Coupons, Radio, TV, Billboards, Postcards and so on. These are all channels to the market. But the place to start is the message.
There are 4 key pieces to good advertising copy: (The order of these is essential to success)
• Attention (We must stop the scroll)
• Benefits what will they gain
• Call to Action
Advertising is like sales. So, you want frame the message in a way that is all about the customer. They really don’t care initially, about years in business, credentials or number of locations. They want to know what you can do for them.
Let’s take a minute to talk about each of these components:
1. Attention: This is usually the headline. You want to grab their attention and make them curious so that that they want to know more about your products/services. This addresses the question foremost on their mind. The headline is the advertisement for the advertisement. For example If you are thinking about the purchase of a new computer (and you are not a tech expert), you may be worried about questions like:
a. How long will it last?
b. What is the reliability?
c. Can I travel with it?
d. How can I make sure I make the right choice?
A Good headline might be: Get Your Questions About Reliability, Portability Answered So You Get the Right Computer!
2. Benefits: You want to highlight the benefits of your products and services and, demonstrate how they will solve or prevent a problem. They need to know what’s in it for them. You can do this with useful, factual and clear information to show precisely what the benefits are and how they are going to help the customer.
3. Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Case studies, Testimonials, Spec Sheets and so on.
4. Call to Action: It is remarkable how many people do not ask for the business, or even for the next step. When I was in sales I called these folks professional visitors. You want your potential customers to DO something. It might be to check out your site, sign up for your newsletter, purchase your products, contact you about services…something. Often a low risk offer is a way to get into the relationship with your customer. This can be a booklet, sample, product, bonus, demo, consult, limited time price…the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.
Great advertisements these components and will not be a successful without any of them. Once you have this ready then you can move to the channel. And it almost doesn’t matter what the channel is as long as your customer se/hears it. We can help you with this too. Try our FREE test drive to learn how to put together great advertisements from some of the best in the business.