To market your business effectively, you have to KNOW your
target audience and what problems they face. People don't
buy things. They buy solutions to problems; they want to
fulfill a desire or meet a need. It should be specific and
real...AND you should care about their problem. Examples of
powerful motivators include making money, saving money,
having more time, reducing effort, decreasing stress,
increasing comfort, good health, being fit, losing weight,
romance, and praise.
So, what are your customers trying to figure out, overcome,
fix, heal, or prevent? What is their biggest concern on a
daily basis? How are they feeling about their problem? And
what unique solution do you provide to their problem? Don't
get sidetracked by describing your service or product -
stay focused on solving their problem.
How do you want your target audience to feel when you
provide your services/products? Trust? Motivation?
Inspiration? More knowledgeable? Begin to think about the
emotions you want to evoke in your target audience and the
lasting impression you want make.
Let's take an example. Say you are a financial planner who
focuses on working with new parents to invest money for
their infant's future college payment. You might say that
their problem is not having enough money right now to pay
for their child's education. They feel worried and scared
that they won't have enough, confused about how to make the
right investment choice, and committed to sending their
child to a good school. You are going to help them to
create a secure future for their child. With your planning
services, they will feel more in control, confident, and
secure.
By focusing on this part of your marketing planning, it
will make all of your marketing messages easier because you
understand exactly what motivates your target audience and
the result they get from working with you.
You can talk to your customers, either current or past.
Take them out for coffee and ask for their assistance. Most
people are flattered to be asked for their opinion. Ask
them some of the above questions: Why did you need my
services? What were you struggling with before you sought
my help? What was the biggest improvement in your business
since we worked together? And so on.
Interview several people about their particular challenges,
needs, and problems. Try to get enough data to help see the
trends among your target audience. By tailoring your
marketing to solving your customers' problems, you will
position your company to be magnetic to your customers.
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Wendy Maynard publishes MAVEN MARKETING, a weekly marketing
ezine for business owners, freelancers, and entrepreneurs.
If you're ready to skyrocket your sales, easily attract
customers, and have more fun, subscribe at
http://www.gomarketingmaven.com/ezine_3.html
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