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Know Your Customer Or Else

Know Your Customer Or Else

I know, its difficult to think you might be turning away potential business. But trust me, your life will be much easier once youve carefully defined your potential customer also known as your target market. And to further convince you, here are 3 reasons.

1. Youll be able to find your target market more easily. publications they read, Web sites they visit, radio stations they listen to. Then youll know exactly where you should be spending your advertising dollars and/or which editors you should be courting for potential PR stories. Best yet, youll probably be spending less money/time and yielding far better results.

2. Youll be able to persuade your target market more easily. If you know exactly who youre talking to, and what their challenges and problems are, youll be able to craft far more targeted marketing materials. You can use language and images they respond to which will make them feel like you understand them plus youll be able provide a specific solution to their challenges.

You cant do this if youre trying to please everyone. Everyone is a tricky fellow. Hes tough to pin down. After all, everyone buys a product for different reasons. Take cell phones, for instance.

Senior citizens, teenagers and parents buy cell phones, but they buy them for different reasons. Teenagers buy them so they can chat with their friends all the time. Parents buy them for their teens in order to keep track of them the teens, not the cell phones. My 90yearold grandfather bought one for emergency use only. Each one of those reasons is a different benefit. The ad that appeals to parents knowing where their teenagers are is certainly NOT going to work for teenagers, and neither of those ads will be terribly persuasive to my grandfather.

So if youre trying to sell to everyone just imagine how complicated its going to be to try and cover all those different reasons in a single marketing piece. Not really possible, is it?

3. Youll have an easier time with your business. If youre busy running around providing different products or services to different customers, chances are youre not as efficient as you could be. This is especially true for business owners who are service providers. If youre constantly learning new skills for each client who walks in the door, how efficient will you be? Wouldnt it be better to stick with what youre good at and just sell that?

Creativity Exercise Discover your target market

Heres an exercise you can try if youre still unsure of your target market or if you want to make sure you arent missing any potential customers.

Get a sheet of paper. Write down all the features of your product. Features are descriptions of your product. Take cell phones, for example. Features of cell phones are theyre small and wireless.

Now change those features to benefits. For a cell phone, you can carry it anywhere and use it anywhere anywhere theres a signal, that is.

Now make a list of who needs those benefits. Think broadly here. Maybe parents or people in certain industries or people with certain jobs. Try to come up with at least 50 markets. Be silly. Thats when youre most likely to hear your muse or genius speaking to you.

Another technique is to ask your subconscious for help. Do a meditation where you ask your subconscious to show you someone from your target market. Ask questions and see what the answers are.

Once you come up with your list, then it time to critique and judge. Try and narrow it to no more than five target markets. One or two are better yet. The more target markets, the harder it gets. You can always start with one, and once youve made yourself known in that market, you can move to a second and a third and so on.