By Siera J. Sulivan
So you go to your share of networking events.
You do your share of marketing. You are fairly
sure who your target audience is. Wait. Stop
right there. Are you really clear about who you
are trying to reach?
If not, your valuable time and hard earned
marketing dollars might as well be put in the
What if you knew you could have people clamoring for your business card? What if you could have people excited and anxious to purchase your products and services? And what if these people represented your most favorite clients? You know the ones. The clients who you really enjoy seeing, interacting with, helping them solve their needs with your products or services.
Most of us go into business knowing there is a need for our products or services. We know we can help solve a problem, or fill a gap. But somewhere along the way, we lose sight of exactly who we want to help – exactly who has the problem or need we can solve. So, we market to much too broad an audience. Because after all, we can help lots of different types of people or businesses, right?
So we carry on. We work very hard. We begin to hear more “no thanks” than “wow, really, you can do that for me?” And we become exhausted. We get overwhelmed. Ultimately, we may even lose the ambitious entrepreneurial spirit that drove us.
But what if you could go into a room full of people, zero in on exactly who you want to speak to, and share a message that excites them because it is so right for their needs? And wait, sit down for this one. What if you could choose to serve only your best, favorite customers? Imagine that none of your clients were those “difficult” customers. You know who I mean. The ones you put off calling back until later – or you get someone else to serve them. The secret to successful marketing is not throwing the net wide. The answer is narrowing your target audience to exactly who you want to serve. And you can be in control of this.
Sounds too good to be true? Here are three simple things you can do to redefine your target client and be excited about who and how you serve them. All while growing your business. One of the best things you can do to empower your business is to serve the people you most enjoy serving. So think about who your favorite clients are. Are they the dental offices, the restaurants, the single moms, the over-50 crowd, the guy who loves fast cars and good wine? Now you have a target. Know it. Find it. Market to it. You will attract it.
Which clients do you get the most results for? Who do your products or services really work for?
Identify others like them. You won’t have to take on any client, every client, just because you see them. You will seek out the clients you know you can help the most. They will be pleased. You will feel good. Your business will grow.
Back to the first point, who do you love working with? Who gives you a kick, a chuckle, a smile in the -middle of the day? These are the clients who make running your business joyful and purpose-filled. They love you too. They pay you well. They experience results and satisfaction from your products or services. Get more of them.
You can fall back in love with your business. Remember why you started it in the first place. And begin to tailor your marketing and networking efforts to getting the results you desire.
Remember, what you focus on grows. So focus on what you want, not what you don’t.
Sierra J. Sullivan is a business empower strategist and passion coach with Life Stylized, 444 Broadway, Suite 302, Saratoga Springs. She can be reached at 290-6690 and through the website LifeStylized.com.
Photo Courtesy of Life Stylized