Would you like to make more money this year? Know who your ideal client is? Do you really? The obvious answers are yes…and yes. But here’s the deal. When you get your target audience right, you make money. WRITE THIS DOWN…WHEN YOU GET YOUR TARGET AUDIENCE RIGHT, YOU MAKE MONEY.
When I started my home staging business, I knew my target audience was real estate professionals. So every week my business partner and I would visit a list of real estate offices and drop off our marketing materials — sort of the shot-gun approach to marketing.
Week in and week out, we waited for the phone to ring – and it did. But not enough. Home staging was (and still is in a lot of markets) a relatively new service that most agents and their offices “just don’t get.” Sound familiar?
Then, we gave a presentation to a meeting of top-producing agents that listed only luxury properties. BAM…the business took off.
These agents understood what it took to sell a luxury home. And their biggest problem was that it took longer to sell $1+ million home than the $200K Rambler. So by incorporating the staging solution into their marketing efforts, their properties had fewer days on the market and they made their healthy commission faster.
By targeting a smaller, more niched client, we had all the business we could handle.
Bottom line? If you don’t get this part right you’re just wasting your time. And you’ll stay at your income level the rest of your career. Sure…you can make $10 – 15K – $20K a year but that’s not going to take you into retirement, which is okay if that’s what you want.
But if you want more for yourself, your family and your life, you need to approach your business differently than you have to this point.
I know…I know…you THINK you know your target market as a group of people who buy what you’re selling and are happy to pay for it.
And while identifying your target market is something you’ve probably done in one way, shape, or form before today, it’s time to dig deeper. Why? By digging deeper you’ll get better results and make more money. Period.
By digging deeper – you‘ll look at who you think your Target Market is – and then take it up a notch. I call this Your Power Circle. And once you get this part right, you’re well on your way to taking your business to an entirely new level. How?
First, answer these questions.
1. What big hairy problem do they want to solve?
2. Where do they feel the most pain…all the time…every day?
3. Why haven’t they been able to solve it?
4. What are they guarded or defensive about, what are they afraid of??
5. What are their perceived obstacles that are blocking them and keeping them from getting organized?
Then meet with and interview your current clients and ask them. Do your answers match or have you learned something? The clearer you are on their fears, frustrations, desires and perceived obstacles, the more targeted and POWERFUL your message can be.
What’s working (or not) in your business? Comment below.