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Take aim, steady – FIRE!

Photo courtesy of Jayson Kingsbeer

Photo courtesy of Jayson Kingsbeer

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!

Lesley Morrissey

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