Remember as a teenager the crushes you had on the unobtainable? Now remember when you started your company and you had your first customer. Wow how exciting. Did they stay? Were they a good customer? Were they willing to pay? Did they see value in what you offered?
When many of us started we just wanted to have as many customers as we could get. Few of us took the time to see who really needed us and what we delivered. We believed everyone needed what we offered.
If you want more real clients it’s time to change your thinking and go back to marketing 101. Think demographics, psychographics, and niche marketing
You have all heard demographics but do you really know what it means? Too often people include age, gender, education or some other generic attribute that is not helpful. As a consultant/coach my demographic is the individual who is starting, maintaining, or growing their business and needs objective support to make sure they have a sound structure, They are willing to do the necessary work to achieve their goals and they have the finances to pay me. That’s it. Your demographic covers the attributes of your ideal customer. If people don’t fit that description don’t chase them, it won’t work! Neither you nor they will be happy. In the long run it may cost you more than their worth due to stress and other issues.
Next are psychographics. You may never have heard the term, but it’s a key foundation in advertising. It is based on Abraham Maslow’s hierarchy of needs. what motivates people to do things. It focuses on the benefits of using a specific product or service not on the nice to have. Chellie Campbell gives a great example of this in her work. If someone is climbing Mt Everest they will pay whatever it costs to have clothes that keep them warm, dry, and safe. What benefit do you offer through your product or service? How will people feel?
Once you identify the psychographic, it becomes the basis for your elevator pitch, and marketing material. Maison K uses this process to describe the feeling people get wearing their clothes, they imagine themselves in Europe.
You are now creating your niche and it establishes your brand. Think about where you shop and the services you use, what gets you to buy? It’s not about cheaper or faster it’s enabling your client to feel safe, or valued, or successful because of you. People don’t want to just settle for something they want to feel they have made the right decision and will get the best value.
Time to figure out where you fit and make sure the market knows what you offer and why to choose you. If you have questions about this or need advice. Just email me. Harriet@trainingsolutions-hlc.com. Remember my $100 deal,. In one hour I can help you clarify your demographic, and psychographic, plus give you tips on marketing materials and locations. How much time would that save you? What are you waiting for, let’s get started attracting people who want what you have.
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