Sure, you probably don’t have the gift of clairvoyance. But your business message should still read as if you know your clients down to their most pressing needs and goals.
The fact is, the number one marketing mistake you can make—online or offline—is not having a clear idea whom you’re selling to or who your prospective clients are. After all, if you don’t know whom you are speaking to, how will you know the right message to deliver?
Stating a target as “anybody who needs my product” won’t cut it.
Defining your target as “people in the medical field” won’t help much either.
Trying to be everything to everyone isn’t going to get you the sales you want—instead, you’ll just have a diluted, ineffective message.
If you want more clients, you have to know whom you are selling to. Get to know as much about your clients as you can, with these tips as your guide:
Examine your client base: Let’s say you own a business-consulting firm. You sell services to business owners, but identifying your target as “all businesses” is much too vague because most of your expertise revolves around kick-starting small businesses. Look closely at your clientele, and you may find most of your clients are entrepreneurs struggling to make a name in the marketplace. Look even closer, and you may uncover that a majority of your clients have a corporate background.
Ask questions: Now that you’ve identified your target, it’s time to roll up your sleeves and brainstorm. Make a list of questions you’d like to know about your target, and then answer the questions to the best of your ability. You want to define their lifestyle, goals, profession—anything you can that will help you speak to their needs and wants.
Be specific:The better you know your prospects’ attitudes, values, backgrounds, and lifestyles, the more you will understand how to speak to them and create a message that resonates with their interests.Where do they shop, dine, and live? Did they graduate from college, have a bachelor or Master’s? Are they technology enthusiasts or environmentalists? Do they prefer convenience or quality? Are they attracted to impact and sensation, or do they prefer safety and familiarity?
Don’t limit yourself, and keep asking questions. If you know these answers, the appeals you wrap your message in will really hit home.
It’s important to note that it doesn’t matter if this is business to consumer or business to business—you are still dealing with people at the end of the day. If you are business to business and your target is a CEO, an executive secretary, or an HR representative, you need to know everything about who they are so you can connect.
Revamp your copy: Once you start mining to find out who your target market is, it has been my experience that many businesses find their message isn’t clear, effective, or targeted to the correct market. It can be difficult for businesses to project an accurate message that embodies their company’s services, beliefs, mission, and goals if they don’t have a clear vision of their target market.If you’re uncomfortable with the message you’re sending potential customers online, it’s time to change this message and solidify a strong brand image.Just remember, speak to everyone, and you’re likely to get no one.