Do You Know Who Your Customers Really Are & How to Reach Them?
It’s interesting to me how many people truly don’t know who their clients are let alone how to reach them. I don’t mean the clients you’ve already done business with – chances are you’ve developed a relationship with them and know what makes them tick. What I mean is your ideal clients and customers. The ones you want to continually attract with the RIGHT marketing message– focused messaging.Although this concept is not new, focused messaging is shaping the way marketers approach consumers. The need for narrowly focused messages that have been developed specifically for your ideal consumer; as opposed to wide spread demographics is imperative to the success of any marketing campaign. And it’s becoming increasingly so for websites. Building successful relationships online hinges largely on the know, like and trust factor. People need to know you, like you and trust you to do business and at the same time, your message must truly be crafted to connect with them and motivate action.
Savvy marketers know it’s completely passé’ to ask, “Who is your target market” and receive an answer of something as broad as “Women aged 18 – 34.” It simply isn’t efficient or effective to try to be all things to everyone and there needs to be more psychographic information to truly identify your ideal client (or as Lorrie Morgan Ferrero says “Tarket” the word she coined to embody your target market on a much more personal level). Although creating “positioning” messages (sometimes referred to as institutional ads) to reach the masses has been standard in traditional radio, print, television and even brochure style website advertising, Web consumers aren’t buying it. Consumers crave real interaction and specialized attention like never before. Your message needs to REALLY speak to consumers on a personal and emotional level.
Finally, acknowledgement that women are the primary consumers and respond differently than men (although not new information) is beginning to show in the majority of marketing messages. Savvy marketers know who is responsible for the largest portion of buying decisions and they’re doing their homework so they can craft messages that truly connect based on media preference.
So, with all this being said:
- Do you know who your customers are and how to reach them?
- Or are you sending the wrong message to the wrong people?
- What shifts in advertising and marketing have you seen and how is it impacting how you strategically create your messaging?
September 1st, 2010 at 1:56 pm
Great Lisa!
Do you have any suggestions for further clarifying our ideal client?
hint, hint…this could be a terrific product for you!
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September 2nd, 2010 at 12:59 pm
Great read! The I know who my target market is, I know how to reach them. But my problem is gaining credibility. My target is spa owners and medical doctors. I am more of a behind the scenes writer, but due to popular demand most of my clients are asking me for a complete online marketing solution. But, my issue is showing them that I am capable of what they ask. I guess it’s a confidence issue that I am facing. I have proven results for myself, but sometimes these clients would like to see proof for businesses relevant to theirs.
I used to to put Free to Low Cost Marketing in my messaging, but I was only attracting the “penny pinchers”. Now, I am trying to come up with messaging that still says the core of how I help businesses succeed online.
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September 3rd, 2010 at 9:55 am
I’m always amazed at this as well Lisa. I help direct selling representative with creating system to market their business. The first thing I ask is “Who is your market?” I normally hear “everyone”. This is a great article that I’ll be happy to pass on to my friends.
.-= Debbie McNeill, Stampin’ Up! Demonstrator´s last blog ..Just Believe Stationery Set =-.
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September 3rd, 2010 at 4:22 pm
Lisa,
Good message. So many people are in the mode of Ready, Fire…Aim. (words of the great Sam Walton). It makes sense to know who your talking to and more importantly speak their language.
Kiyla Fenell
http://www.ultimatestaffingsystem.com
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September 4th, 2010 at 4:35 am
Great post, Lisa! I totally agree with authentic communication…there is nothing more icky than an inauthentic email..:)
.-= Jennifer Longmore´s last blog ..Finding and Living Your Soul’s Unique Purpose =-.
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September 8th, 2010 at 2:28 pm
Jennifer,
Yes and unfortunately we see it almost everywhere. That’s why it’s so important to remain true to ourselves, our missions and our clients.
Write on!~
Lisa
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September 5th, 2010 at 1:09 pm
So true, Lisa! Thanks for the reminders! XO, Katherine.
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September 8th, 2010 at 2:27 pm
Katherine,
You are so welcome and I loved your video about tea. LOVED it.
Write on!~
Lisa
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September 5th, 2010 at 6:40 pm
Lisa,
Another perfect post to be guided by, thanks. There is so much that comes from a clear and defined understanding of your ideal client you are so right.
Mitch
.-= Mitch Tublin´s last blog ..Are Your Habits Holding You Back Or Moving You Closer To Success =-.
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September 8th, 2010 at 2:26 pm
Thanks Mitch,
You’ve done a fantastic job of identifying your ideal client and helping your clients do the same. I’ve been so impressed to see all the great work you are doing.
Write on!~
Lisa
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September 6th, 2010 at 4:15 pm
This is wonderful Lisa. I have been so delighted in working with you to learn that if I write copy from my heart it will attract the perfect right clients for me. How wonderful and authentic is that? And…so much easier because I have no background in marketing. There is still a lot to learn and articles like this one help to keep the education going. Thank you for great copy!
Love & Health,
Robin
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September 8th, 2010 at 2:26 pm
Robin,
You are so welcome and right on when you say “write from the heart”. That is really what it’s all about. There is a great book called “If You Can Talk, You Can Write”. It’s true. Thankfully for me, some people don’t like writing and I can help.
Write on!~
Lisa
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September 6th, 2010 at 8:16 pm
It makes writing so easy when we ‘talk’ to that clear ideal client rather than trying to talk to everyone! Great as usual Lisa! Thanks
Lynn
.-= Get Clear Goals with Lynn Moore´s last blog ..Getting Goals the New Way What’s The Difference =-.
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September 8th, 2010 at 2:24 pm
Lynn,
And I encourage people to take it a step further — instead of “talking to”, engage your ideal customer. People like to be treated like people and not numbers.
Write on!~
Lisa
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September 7th, 2010 at 11:17 am
Thanks, Lisa – sometimes it feels so counter-intuitive to narrow down our “tarket” – but that is exactly what we should be doing!
.-= Patricia Selmo´s last blog ..Open In Love =-.
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September 8th, 2010 at 2:23 pm
Patricia,
You are correct. It can sometimes feel “limiting” when it’s the exact opposite. Great observation.,
Write on!~
Lisa
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September 7th, 2010 at 5:46 pm
Lisa,
Timely message because with so much noise out there–this is a great way to separate your business from the competition and provide above and beyond service by really knowing your customers. Great job!
Dr. Robert Fenell
Repetitive Strain Injuries
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September 8th, 2010 at 2:23 pm
That’s right, Dr. Robert & I’m so happy to know your ideal clients are women who love great shoes. THANK YOU! THANK YOU! THANK YOU!
Write on!~
Lisa
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September 8th, 2010 at 3:39 am
Fantastic post, Lisa! This is one of the biggest challenges I see with so many entrepreneurs…trying a “one size fits all” approach instead of getting really specific about who they are serving, where they hang out and how to connect with them!
Thanks for sharing!
Phil
.-= Phil Dyer´s last blog ..Just Breathe… =-.
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September 8th, 2010 at 2:22 pm
Phil,
It is fascinating isn’t it. However that’s why we’re here — to coach and help people identify where their strengths are, where they might need help and identify the best way for them to market to their ideal clients. Sometimes it takes a while to figure that out especially if your business is driven by passion and the desire to serve — sometimes backing up and looking at fundamentals — like who we really want to work with– makes all the difference.
Write on!~
Lisa
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September 8th, 2010 at 5:15 am
Lisa,
I know that when I spent the time to really profile my ideal client (down to what kept them up at night), my message got more clear and focused, and my business really took off. All this at the beginning of the recession.
Knowing who you are talking to, and knowing who is listening makes a huge difference.
Terry
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September 8th, 2010 at 2:20 pm
Terry,
That’s a wonderful example especially since you increased your number of clients during a “recession”. It’s said that only about 10% of your clients will need what you are offering at any given time so it’s equally important to target your customers and then consistently market to them. Sounds like you’ve got it down.
Write on!~
Lisa
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September 8th, 2010 at 7:03 am
Great advice, Lisa! Thanks for sharing!
Ellen
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September 8th, 2010 at 2:13 pm
I find that my cost per lead drops drastically when I actually target my real customers. Who knew?! Thanks so much for keeping me on track Lisa.
.-= Christine McIvor´s last blog ..Professional Search Engine Optimization SEO Plugin =-.
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September 8th, 2010 at 2:18 pm
Great point, Christine — yes, knowing who you’re marketing to will dramatically decrease your marketing/advertising budget.
Write on!~
Lisa
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September 11th, 2010 at 3:44 pm
Lisa,
This is brilliant advice and vital to successful sales. Thank you for helping me get really clear on this for my own business! It has created an incredibly strong foundation and platform for my offerings!
Warmly,
Jessica
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