If you built your own house, what would be the most important part of the structure. Before you break ground would you start thinking about dressing the windows. Or, would you start shopping for fancy faucet fixtures? I doubt it. What comes first? It the foundation.
If the foundation of your house is pretty important, what about your business? If you are running your business haphazardly, you may no longer have a house to live in. Let’s talk about keep your business alive. What is more, let’s make it strong by focusing on your marketing foundation.
When it comes to marketing your business, do you find it to be a topic that you shy from? What are the elements to having bedrock, solid marketing foundation? There are four things that need to be clear so that you can have a focused marketing effort that will serve you for years to come.
The FOUNDATION FOUR:
1. Identifying your ideal client
2. Choosing a target market
3. Understanding why people buy what you are selling
4. Know how to talk about what you do.
Ideal Client:
Identifying your ideal client is important if you want to build a business that you absolutely love to run. What is an ideal client and why is it important to identify him?
An ideal client is a person that possesses certain qualities that resonates with you. Have you ever had a client that you liked so much, that you couldn’t believe you were being paid to work with him? That is an ideal situation. We’ve all had a client that we wish would just pay us and we didn’t have to work them. Even worse, you have probably had clients that you’d pay to get rid of. That is less than ideal.
Target Market:
You may say, “I don’t need a target market. My products and services are great for EVERYONE.” Not so! When you pick a target market, you become known as the expert that can solve the problems of a certain group. That is a nice thought, being a force to be reckoned with. It’s difficult to be such a force if we try to be all things to all prospective clients.
Why People Buy:
When we know why people buy our products or services, we can position ourselves as the problem solver when they need us. Having a target will expand your marketing efforts because your able to understand the urgent needs and compelling desires of a specific group. Customer purchase our services because they are either moving away from something they don’t want, or moving towards something they truly want. This knowledge is a prize possession for your marketing efforts.
How To Talk:
You now know who to talk to (ideal client & target market) and you know why they buy from you. Now, you need to know what to say so that they will recognize you as their go to person. Clearly identifying whom you serve and what you do for them will allow those who hear your message to resonate with your words.
So how strong is your marketing foundation? Learn how to build an unshakable marketing foundation by contacting Wil Hart. I am teach entrepreneurs, namely design professionals and virtual assistants how to attract ideal clients. I do this by teaching my clients how to have effective business conversations. To learn more click here.