If you're wondering why your audience is not responding to you, perhaps you're going about your marketing message all wrong. Here are 3 Quick Tips (and Action Steps) for talking to your target market.
QUICK TIP #1: Get Clear on Whom You're Talking To
Look, if you don't know who you're really talking to it will be difficult for your target market to relate to you. Get clear - I mean crystal clear - on whom you're talking to and then craft your message specifically to them.
The easiest way to do this is to start with a target market of which you have first-hand knowledge. Choose a target market that represents the exact person you are now or used to be. When you know exactly whom you're speaking to, you can speak their language and create authentic and genuine "connection-threads." ("Connection threads" are those specific experiences, problems, challenges or situations that you and your target market share in common - because you've been there.) Remember, while establishing the connection is important, you must bring viable and valuable solutions to the table or your results will still be zilch.
Action Step #1:
Get clear on these points when crafting your marketing message for your target market:
- Sex (Male/Female)
- Age (Narrow it down to 10-20 year brackets)
- Profession
- Personality traits (Start with the characteristics that you like in clients that you LOVE)
- Where they work and live
- Gross income: Single or dual? 5, 6 or 7 figures?
- Ethnicity
- Restaurants/Bars/Pubs where they frequently hang out
- Kids?
- Dogs - cats - animals
- What does their spouse do for a living? Stay at home - Professional - PTA member - Soccer coach?
The point of all of these traits is to identify common ground based on similar heritage or lifestyle. The common ground will be your "connection threads."
QUICK TIP #2: If You're Having Trouble Pinpointing Your Target Market
If you're having trouble pinpointing your ideal client - think back to the people you've worked with in the past - as well as past clients. Who were the people you liked - and why? Who were the people you didn't like - and why?
Action Step #2
Make a list of 10 qualities that you LOVE in past co-workers, clients - even friends. Now add those qualities to your IDEAL CLIENT PROFILE and hang it on your wall. This is a powerful exercise for attracting clients who LOVE you and can become your raving fans.
QUICK TIP#3: Now Compare Steps #1 & #2 -- Do They Describe the Same Target Market?
Once you've gone through Steps #1 and #2, compare the characteristics to make sure they match. If they don't - perhaps you're going after the wrong target market. One of the most common mistakes when choosing your target market is choosing people you don't really want to work with. I see it all the time....
(*Write this sentence down - it's a HUGE tip!) Choosing the right target market for you isn't any more complicated than simply identifying the people you want to work with. That's right - I said the people you want to work with. If things are jiving with your target market - perhaps it's just not the right market for you.
You'll know if something is off with your target market if you:
- don't like the clients you're attracting
- have nothing in common with them
- the clients you're working with are driving you bonkers
- aren't getting the response you'd like to see from your marketing
Now, there may be several reasons why you're not getting the response you would like to see from your target market, but more times than not, it's just not the right target market for you. This is when you go back to square one and quit thinking about what you think you should be doing and start thinking about the kind of people you like and want to work with.
Action Step #3:
Make a list of 15-20 qualities and characteristics you like in the people that you spend the most time with (this could be family, friends, co-workers, colleagues, neighbors, mentors, etc.).
I know this approach goes against the "traditional" method for choosing your target market, but I've never liked "traditional rules." No one in business school gives you permission (or shows you how) to choose your clients. Well, I'm giving you permission right now - you can absolutely choose your clients and only work with the people you like and want to work with. So there.
Find more free marketing tips in the Quick Start Guide Marketing for Startups at MyStartupBizCoach.com.
