Today’s post deals with a key area of focus for your marketing strategy – know your audience. It sounds pretty simple, but it’s where alot of entrepreneurs get tripped up when they plan their product and services launches. We often get so carried away by how amazing we think our product or service is, or how well received we think it will be – that we forget to ask ourselves the important question: Who am I marketing to and do they need this?
Our clients and customers make their purchases based on one key fact – THEIR needs. When you can meet or fulfill a client’s need, or “speak to their pain”, this is what will ensure they pull out the credit card and make the purchase. Know who your ideal client is. I often ask my own client’s to create a profile of who they are marketing their services to. Male/female, age group, education – important demographics when you are developing a product or service.
It’s not about the flashy sales page, the testimonials, the cool graphics – it’s about THEIR needs. Will your product solve an immediate problem for them? While you always want a professional presentation, it’s been my experience that my clients work with me because I offer products and services that will help them – they are often feeling overwhelmed and stressed and the idea that they can delegate specific tasks that make their eyes twitch (smile) is often just a dream come true for them. And when you get the job done and they are happy with it – guess what? They tell others. 80% of my business comes from word-of-mouth referrals.
Now once you know who they are and what they need – you need to deliver. Or should I say OVER deliver. If you under-promise and over-deliver when it comes to your services, you will have satisfied clients. Period.
So, its three steps:
- Know your audience.
- Develop products/services based on their needs, not what you think they want.
- UNDER-promise, OVER-deliver!
Rinse, repeat. If you are still struggling with the three steps, maybe it’s time we talked. Schedule a consultation and let us help you get clear on your target audience, what services or products they are most likely to buy – and how to price and promote.
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Hi Lisa. Great post – thank you! Whether you are a speaker, a coach, a consultant or a business, you do need to know your audience. It makes the difference between chasing success or achieving results. Thank you again. Well said. Best regards, Christo
Thanks for the feedback Christo, I really appreciate it.
Great article Lisa.
it is simple an important, in spite of that many people forget to do it.
Gilad
Thanks for the feedback Gilad. I appreciate it. I think as entrepreneurs we tend to wear so many hats, its difficult to stay focused on some of the more simpler things. Have a good week!