| "> | | | | use only. Each one of those reasons is a different |
| Which statement sums up how you define your | | | | benefit. The ad that appeals to parents knowing |
| customers? | | | | where their teenagers are is certainly NOT going to |
| 1) I have a very specific customer in mind -- very | | | | work for teenagers, and neither of those ads will be |
| specific and very narrow. I only want to sell to this | | | | terribly persuasive to my grandfather. |
| specific customer, I'm not interested in attracting | | | | So if you're trying to sell to "everyone" just imagine |
| anyone else. | | | | how complicated it's going to be to try and cover all |
| Or | | | | those different reasons in a single marketing piece. Not |
| 2) If they have a pulse, they're a potential customer. | | | | really possible, is it? |
| Okay, in care you were wondering, number 1 is good | | | | 3. You'll have an easier time with your business. If |
| and number 2 isn't. | | | | you're busy running around providing different products |
| Yet I can't tell you how many business owners I run | | | | or services to different customers, chances are you're |
| into who are closer to number 2 than number 1. | | | | not as efficient as you could be. This is especially true |
| I know, it's difficult to think you might be turning away | | | | for business owners who are service providers. If |
| potential business. But trust me, your life will be much | | | | you're constantly learning new skills for each client who |
| easier once you've carefully defined your potential | | | | walks in the door, how efficient will you be? Wouldn't it |
| customer (also known as your target market). And to | | | | be better to stick with what you're good at and just |
| further convince you, here are 3 reasons. | | | | sell that? |
| 1. You'll be able to find your target market more easily. | | | | Creativity Exercise -- Discover your target market |
| If you know exactly who you're looking for, you'll have | | | | Here's an exercise you can try if you're still unsure of |
| a much easier time tracking down where they're | | | | your target market or if you want to make sure you |
| hanging out (i.e. publications they read, Web sites they | | | | aren't missing any potential customers. |
| visit, radio stations they listen to). Then you'll know | | | | Get a sheet of paper. Write down all the features of |
| exactly where you should be spending your advertising | | | | your product. Features are descriptions of your |
| dollars and/or which editors you should be courting for | | | | product. Take cell phones, for example. Features of |
| potential PR stories. Best yet, you'll probably be | | | | cell phones are they're small and wireless. |
| spending less money/time and yielding far better | | | | Now change those features to benefits. For a cell |
| results. | | | | phone, you can carry it anywhere and use it anywhere |
| 2. You'll be able to persuade your target market more | | | | (anywhere there's a signal, that is.) |
| easily. If you know exactly who you're talking to, and | | | | Now make a list of who needs those benefits. Think |
| what their challenges and problems are, you'll be able | | | | broadly here. Maybe parents or people in certain |
| to craft far more targeted marketing materials. You | | | | industries or people with certain jobs. Try to come up |
| can use language and images they respond to (which | | | | with at least 50 markets. Be silly. That's when you're |
| will make them feel like you understand them) plus | | | | most likely to hear your muse (or genius) speaking to |
| you'll be able provide a specific solution to their | | | | you. |
| challenges. | | | | Another technique is to ask your subconscious for |
| You can't do this if you're trying to please "everyone." | | | | help. Do a meditation where you ask your |
| "Everyone" is a tricky fellow. He's tough to pin down. | | | | subconscious to show you someone from your target |
| After all, "everyone" buys a product for different | | | | market. Ask questions and see what the answers are. |
| reasons. Take cell phones, for instance. | | | | Once you come up with your list, then it's time to |
| Senior citizens, teenagers and parents buy cell phones, | | | | critique and judge. Try and narrow it to no more than |
| but they buy the, for different reasons. Teenagers buy | | | | five target markets. One or two are better yet. The |
| them so they can chat with their friends all the time. | | | | more target markets, the harder it gets. You can |
| Parents buy them for their teens in order to keep | | | | always start with one, and once you've made yourself |
| track of them (the teens, not the cell phones). My | | | | known in that market, you can move to a second and |
| 90-year-old grandfather bought one for emergency | | | | a third and so on. |