Each week, I’m bringing you the SOLUTION to a SMALL BUSINESS OWNER’S PROBLEM. These come directly from real small business owners, just like you, who are part of my online tribe and offline community. Have you got a problem to share? Send me an email at melissa@173.254.10.202 or better yet, REPLY IN DETAIL HERE. Look for your solution in the coming weeks.
The Symptom:
When a productivity coach came to me recently she was confused about where to find her ideal client. She had one strong business established and successful and wanted to start a new business. She’d been stuck in launch mode for several months attending random networking events and giving her services away to her friends.
The Real Problem:
Whenever you launch a new business (or even if you’ve been in business for awhile), if you aren’t connecting with the right clients for you, it’s because you aren’t clear on your ideal client. Working through the steps here, you’ll become much clearer and know now not only where to find them online and offline but also what to say to start building a relationship of value and relevance. (Yes, I’ll share tips on great openings in a future episode!)
The Shortcut Video:
The Goal:
Clarity on her ideal client so she will know how to identify them and where they are hanging out offline and online.
The Solution:
Define your ideal client (target market) and where they are hanging out (networking groups, associations, meetups and more.) The more specific you are the faster you will grow your business. For example, you might start with your target market is women, then narrow it to moms, then narrow that to moms with teenagers at home, or moms with kids under five years old, or working moms. Each subset has it’s own unique set of challenges that you can speak to specifically in your marketing.
By being specific to your niche market, you will rise head and shoulders above the competition who is trying to throw their services at everyone (which is the same as no one and a poverty population!) Once you are solidly off the ground with one target market, you can add another ideal client profile. Trying to do too many at once will ensure you remain stuck in overwhelm and confuse your market. A confused mind says “no” and won’t buy from you, no matter how great your services and products are.
Answering the questions here specifically will give you a much clearer picture of your ideal client, aka hot and buying target market. It will also allow you to see more clearly where you can reach them and what their big hairy problems are because that is what your services and products needs to solve. (Never sell just what you know, sell what your client needs and will pay for.)
Demographic Basics:
Race
Gender
Age (5 year range is indicative of a change in life cycle and priorities)
Education
Employment (Business Owner or Corporate)
Income Level
Homeowner or Apartment Dweller
Psychographic Basics:
Personality
Attitudes
Beliefs
Values
Lifestyle
Interests
Geographic Basics:
Where do they live?
Where do they work?
Where do they network, LIVE?
Where do they network ONLINE?
TARGET TIP:
Often your ideal client is a lot like you, either you today or you a few years ago. For example, if you coach in weight loss it may be because you struggled with your weight and found a solution that is valuable to share with others. In my case, I started out like most people do in business, with the idea of build it and they will come. I found out quickly that I had to market. I got really good at that, achieved knock out results and now teach other business owners how to do the same.
