Take aim, steady – FIRE!

Photo courtesy of Jayson Kingsbeer http://kingsbeer.com/

Photo courtesy of Jayson Kingsbeer http://kingsbeer.com/

Just recently I seem to be hearing the same message over and over again.  Target audience!  I’ve been on a couple of courses and it was all about target audience, every blog I’ve been attracted to read seems to be about targeting the right audience, my Mastermind group are all talking about the ‘Perfect Client Profile’ – your target audience.  Someone is obviously trying to tell me something!

It’s not that I didn’t know about targeting my message, after all that’s what I do for a living, but it’s not easy.  It’s so tempting to say “I know about this industry – and that industry – oh, and that industry too.  I could really help them all.”  I’m guessing that, even if you’ve managed to niche yourself already, you’ve had that uncomfortable conversation with yourself at some point.

So how do you get that laser focus that creates a match made in heaven?

These are the things I’ve discovered – I don’t claim to be the oracle, but they have helped me and I thought I’d share.

Think of the client that you have loved working for the most – past or present.  The client that really appreciated your input and said so.  Where everything was almost effortless and, even when it got tough you felt you wanted to do whatever it took to get the results the client was looking for.

If you don’t have a clear picture it may be that your business is either very new and you haven’t yet found that perfect client or you’ve just not been lucky enough to have been in that kind of symbiotic relationship yet.

If this is the case spend some time daydreaming and use this list to focus your dreams:

  • List all the things you can deliver to a client
  • Rank them according to what you love doing most
  • Think about your bank of industry knowledge – what do you know best?
  • How could doing the things you love the most add value to the industry you know the most about?
  • What would companies in that industry actually get from working with you?
  • What changes could you help them to make that would make an impact on their overall profits?

Now you’re starting to get focused.

You should be starting to get some idea of the kind of company or organisation you could really make a difference to.

Now here comes a critical question:

If you made the difference you’ve identified, could your target organisation afford you – no matter what you charged?

If the answer is ‘no’ then don’t drop your prices, revisit the exercise targeting companies that CAN afford you.

By now you should be able to write a description of your ideal client:

  • Industry
  • Size of company – by number of staff and/or annual turnover
  • Their attitude and approach
  • Their biggest problems – what keeps the boss awake at night
  • What is most important to them and what they will make the effort to get

If you can match your services to this profile you will have that perfect plum of a client in your sights!

Now all you have to do is to find a way to get them interested – and that’s another blog!

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Lesley Morrissey
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Lesley Morrissey

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Comments

  1. says

    It’s spoken about so much as so few businesses actually know who their intended market place is and why. It’s a marketing fundamental that seems to be ignored by everyone in business :).
    I was reading a book yesterday, and there’s a line in it about how business reality is different from your own reality, and how you should stop wasting your time trying to make the existing reality fit your own, it’s the other way around. I think the author has it exactly right, we say we can help everyone but the truth is we don’t want to help everyone as some potential clients are incredibly draining and not very profitable.
    Sarah Arrow lovingly created…7 ways to research content for your blog (that you may have forgot about)My Profile

  2. says

    It is quite worrying how few of my clients are actually able to EASILY answer the ‘why do people buy you?’ question too. Part of getting your message on target is being able to see things from the client’s perspective.

    We all know we should be doing this – but it’s hard and so much easier to try to present what we want to anybody who might be listening. Doesn’t create the results most of us want though!
    Lesley Morrissey lovingly created…Tablets are changing websitesMy Profile

  3. says

    Something I’ve started to do better is exactly what you recommend here, Lesley – targeting clients that CAN afford me. I’m still honing my marketing strategies and message and the more clear I am about who I can help best, the better things are. I must say, I ‘ve had some great clients that I’ve wished I could clone – lol!

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