Have you ever felt like you are spinning in too many directions in your business and you don’t know which way to go? Are you trying to offer your services to “everyone” or offering services that may not fit into what you love to do? Well if you watched this hilarious video of Raven, my black lab, spinning himself crazy on his way to his food bowl (his ultimate goal), you may relate! If only he had the sense to stop and head straight to the door, he would reach his desired destination in half the time.
So how does one stop the spin and get headed in the right direction? I suggest you get LASER FOCUSED on who you want your ideal client to be, or define what I call your I.T. Factor…your Ideal Target. And to be clear, this Ideal Target is not just a target market; it is the bulls eye in the middle of your target market that you want to go after. So maybe your target market is small business owners in a service industry. Now go after your IT Factor…i.e. women small business owners that are coaches, authors/speakers and/or consultants living their passion and focused on making an impact in other women’s lives. Now THAT paints a clearer picture. My suggestion for this week? Take a few minutes and write out your Ideal Target and find your IT Factor!
Do you know what to say to your clients to make them WANT you?
By AROD web Design on March 18, 2012
Now that you have (hopefully) done some homework last week and identified your I.T. Factor…your Ideal Target (see last week’s blog post here if you missed it), are you wondering what you should do next? Well here is the answer.
Once you are clear about who you want your client’s to be; who you love to work with, then it’s important to have clarity around what you offer and how you solve their problems. The questions to ask yourself are:
“What impactful difference do you make in your client’s life or business?”
“What do you uniquely bring to the table that makes you the best solution?”
“Can you clearly explain what you offer to your ideal client?”
“Are you crystal clear in your marketing messages on your emails, your website, brochures, etc?”
This is your next step.
I was working with one of my ideal clients recently and asked her to share with me in her own words what she offers to her clients and what results do these clients get by working with her? And she wasn’t 100% sure how to explain it. She knows the answer, but wasn’t able to easily share it with me. This is simply a matter of perspective and writing it all down. Let me just say YOU ARE NOT ALONE if this is where you are in YOUR business. It is a very common situation. We are so focused on servicing clients, that we forget to go back to the basics and make sure we know how to clearly, in simple terms, communicate what we do and how we transform others’ businesses and/or lives. I encourage you to start by looking at your website and read it from your client’s perspective. In less than 10 seconds, will they know what results and benefits you provide clients, who your ideal client is, and BRIEFLY how do you provide these much needed solutions? The rule is, 80% of what you say should be focused on the transformation/result that your client will receive after working with you, and 20% on the how (the process or product). Take a few moments this week and write it down for yourself. It will make a great impact in how your prospects and clients perceive you. It will also help you with your 60 second elevator pitch!
Posted in General Commentary, Marketing | Tagged brand clarity, clear message, ideal client, marketing, strategy, target market | Leave a response