A huge challenge for any small business is to get clear on exactly who they are helping.
There is often the fear that if you get too specific you’ll miss out on a whole bunch of other people.
What if I told you that the more specific you got on who you are helping the more likely you are to be successful?
Yes, let’s tighten things up!
So, how to you make sure you aren’t alienating your potential clients?
1. Forget about being something to everyone.
You cannot have everyone love you.
Realising that you don’t have to offer something to every person on the planet means that you can get clear on who you do want to sell to.
2. Get clear on what your business goal is.
(Please tell me you have a goal)
If you are a product based business your goal is to SELL your products.
If you are a service based business your goal is to SELL your services.
Got it? That’s WHAT you do – and it’s important.
But not as important as WHY you are doing it.
When establishing your WHY you need to ask yourself these simple, yet challenging questions:
- What are your reasons for creating your products/services?
- What problems do they solve for your potential client?
For example, my business was born because I felt that there was another way to help small business with their marketing by doing things differently (with a focus on eliminating jargon and a heavy emphasis on visual communication).
Once you’ve answered these questions you need to focus on your WHY by talking to your potential client and how you can help them.
All too often people talk about themselves way too much – it’s not about you.
3. Be clear on who you are selling to.
Getting clear on who you want to work with and sell to is incredibly important.
9 times out of 10 you are selling to someone just like you. So run with it.
Contrary to what you may think, narrowing down your focus actually widens up your target market.
How? Your communication is clear and focused, you start addressing the needs of specific people, and then they respond.
For example, my target audience is women entrepreneurs who want to be the leading edge in their industry. They are busy, they don’t have time for beating around the bush and need straight up brutally honest advice.
Now, does that mean I don’t work with men? No. Not at all.
Focusing in on your target audience, and having a clear profile of your ideal client will not alienate those who fall out of that profile.
Quite the opposite. When you are clear on who you are serving your communication becomes crystal clear. That clarity then, in turn, becomes a delicious offering.
You become an authority versus a wishy-washy version of who you should be.
Need help to make sure you aren’t alienating your potential clients? Get in touch!
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