3 essential points to attract ideal clients to your business
Uncover how to save time talking to people who have no interest in buying from you and start to attract the right prospects to your business who will be a dream to work with and will value what you offer.
Are you currently not getting enough prospects enquiring about your business? Are you continually trying new ways of marketing but it is all falling on deaf ears? Are you at a complete loss as to what to do because you know you have a great product or service but you just can’t get anyone to connect with you to talk about it?
Do you get enquiries but once the conversation starts you soon realise the person you are talking to is simply not suitable for what you are offering?
This happens all too often with small business owners because of one key reason:
Your marketing message is not clearly defined and you are not clear in the first place as to who you your ideal client is and what they want to hear.
Before you undertake any marketing, you first and foremost need to identify the customer groups that are most likely to need or want your product so that you can tailor your marketing message to attract them to your business.
You then need to think about what problems they have and how your product is going to be able to solve this.
Before you do anything else, think carefully about the following questions and make sure you can answer them clearly:
Who is the ideal fit for your product or service?
You may have heard this called identifying your target market or finding your ideal client, but whatever it is, you have to know who you are selling to because as the adage states, ‘if you market to everyone, then no one is your customer’.
What often happens is that small business owners say that everybody’s going to buy their product or service. Well, I’m sorry, they won’t. What you will be doing is a spray and pray marketing campaign and you’ll be throwing a marketing message out there that’s so weak and woolly, your actual target market, the people who really want and need what you are selling and will be prepared to pay you, are going to miss it completely. It won’t resonate with them because you’re trying to talk to everybody so you won’t connect with them in their language.
Tailor down as closely as you can who your ideal client is. Think about their gender, age, where they live, their educational level, occupation, marital status, hobbies and personality.
What problem do they have?
Now you know who your ideal client is, what problem do they have or what result do they want.
Let’s take a masseur as an example. Your ideal client may be an office worker who spends long hours working on a computer all day. So the problem they have is that they have tension and muscle pain in their neck and shoulders from hunching over a computer all day which is also leading to headaches and poor sleep. They want a way of releasing that tension and easing their pain so that they can relax and sleep better.
How will your product or service help them?
What results will you create for your target audience? Staying with the masseur, your massage treatment will unknot the muscles in their neck and shoulder and relieve the tension which in turn will leave them relaxed, refreshed and pain-free. Being pain-free will allow them to work more productively and sleep better giving them an improved quality of life. The release from headaches will improve their mood and help family relationships by not being so stressed at home.
Take some time out to try and think about what problems your ideal clients currently have and all the different benefits you provide to them if they use your product or service.
With the information above, you can now start to tailor a marketing message that describes the problem and the solution which your ideal client will resonate with and want to know more.