How to understand, find and sell to your target market
Would you like to get more clients?
As you’re reading this article I’ll assume the answer is: “yes”. You’re not here searching for a recipe for guacamole… or poodle training tips.
There are two sections to this article: #1. Finding potential new clients and #2. Getting them to buy.
This all starts with one very basic yet vital question:
“Who do you want to sell what?”
You can’t locate potential clients unless you know who you’re looking for and what they are looking for.
Smart marketers start by building up a comprehensive profile of their ideal potential client. This includes demographic information and psychological information. You can’t find people or entice them to buy from you until you understand who they are and what their needs are.
The biggest marketing sin is to try to appeal to everyone.
Write down everything you know about your ideal customer. Write enough so you can picture them sitting there in front of you.
Pay particular attention to their motivations. What do they most desire relating to your product or service? What do they most fear relating to your product or service?
Now we know who they are it’s a little easier to answer the question: where are these people?
You can look both offline and online. We have the traditional offline routes such as: print magazines, networking groups, direct mail and direct outreach, and we also have online resources such as: Facebook, Youtube, Linkedin and Twitter.
From your customer avatar, you should be able to understand where your customer gets their information, which sources they find most trustworthy and how they like to buy.
Most segments of people can be reached via the interest based targeting on Facebook and you get to select from a wide range of objectives, such as sending people through to your website or Facebook page or collecting their emails directly on Facebook.
Google Adwords presents your ads to people who are searching for specific keywords, and is a great medium for finding people requiring an urgent, time-specific service. There’s a big difference between someone following a local plumbing company on Facebook to see local offers and keep up to date. and targeting someone typing “24 hour plumber in Nottingham” into Google. The need will be much greater in the latter.
Once we know who we’re targeting and where we can find them, we then use educational marketing to get them to purchase.
First, we get their attention. The best way to do this is to start with their problem. Our brains recognise a problem quicker than they recognise a solution. If there are loads of problems that you can solve for your client, it’s best to stick to the three worst.
Ask a question that directs their attention towards the problem in their life then draw it towards the solution that you provide. Note that I say “the solution” and not necessarily “the process”. The process might be how you get to the solution, but it’s not thesolution.
“We take you through a structured eight week program where we look at your diet, your macro and micro nutrients, we design a nutrition plan and…” That’s all process.
The solution is simply the opposite of the problem. Start with the problem, and finish with the solution your process will provide:
“If your clothes are starting to feel uncomfortably tight, I help to make you feel comfortable again…”
Overcoming limiting beliefs and answering objections is essential to the buying process. As someone moves through your marketing funnel, from being totally unaware to understanding they have a problem you can solve, they undergo a process of evaluating the service you provide based on their need and wants vs. how likely they feel you are to deliver the solution.
Just because they recognise they have a problem and you have a solution doesn’t mean they’ll buy. At least, not necessarily from you.
No business is an island. Not these days. There are solutions everywhere, for every problem, at a range of different price points. You need to show that you are unique within your market. This is where you need to focus on testimonials, risk reversal and your unique selling point (USP).
“ Now there are many weight loss courses available these days but we are the only company who value fun above all else and make sure that you keep having a good time as you slim down.”
Why should the customer choose you as opposed to every other competitor in your field?
Do the people you’re attracting at the top of your funnel believe they can overcome their problems and you can help them do it?
For example: Person A may be an ineffective team leader and you may be showing them that you specialise in team leader training, but do they believe that it’s possible for someone to move from bumbling to brilliant in 90 days? Do they believe that leadership is a trait bestowed at birth rather than a set of learnable skills? You should seek to understand the beliefs that may hold your clients back from purchasing and show them evidence to the contrary.
One way to change beliefs is through the use of stories, testimonials and case studies. If we’re shown several examples of people we identify with undergoing a process, we are more likely to believe that it is possible for us. If we have our beliefs and fears addressed upfront and uprooted with evidence, we are likely to shift.
These are just some basic pointers as to understanding, targeting and selling to your target market. Marketing 101, if you will. Remember: if all marketing activities are targeted to the needs of a person, and you should find everything else easier.
Best of luck.