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Thought Provoking Questions to Ask in Connecting to your NicheMarket
So, you already know that in this declining economy, while all kinds of peopleare pulling back on their marketing dollars, holding off until the new year,holding off until… it is your job to be one of the savvy ones who boldly moveforward and seize your space in a roomier marketing climate. After the decisionto commit yourself and some marketing dollars and hard work to a dynamicmarketing plan, evaluate the “who’s and why’s” with which to build a solid planto move forward as your guide.
1. Who is the person (my ideal customer) who wants what I have forsale, be it a product, information or service?
Identifying your ideal customer is the first step toward understandingwhat you need to do to market your business.
Literally make a list defining the key characteristics of the personwho would most want what you have to offer. Make a charactersketch – name, age, family components, work, communityinvolvement, civic contribution, how they play, money habits,personality, maybe even car, clothes, etc. Make them live andbreathe to connect with who they are and what you can do forthem.
So,
What are 4
 
characteristics of your ideal client?
 _________________________________________________________ ___________________________________________________________ ___________________________________________________________ 
 
2. What does my ideal customer
really 
want when purchasing myproduct, information or service?
No matter what you're selling, be it your time, expertise, or the coolestspinning widget ever developed, people buy for a combination of emotional
wants
and
 
perceived
needs,
and both these are not alwaysimmediately obvious.
For example, as a Marketing Specialist I work along side smallbusiness owners to develop strategies for marketing themselvesthrough connecting with their unique clientele. As I’ve observedthat people
don't care
about the process or tools I offer, andinstead only about the results I can bring them, I’ve chosen torefine my own marketing message of late. So now when peopleask me what I do, I say that I help small businesses
attract moreclients and increase sales
. (My clients
need 
help marketingbecause what they want is more clients with increased sales
.
Verysubtle distinction, yet it speaks to my target audience because itfocuses on the results (what they get), rather than the process.
Remember, your marketing plan centers around what
your client gets
, notwhat
you
do.
Jot down 3 things you believe your client
really 
wantsfrom you:
 ___________________________________________________________ ___________________________________________________________ ___________________________________________________________ 
3. What else do I know about my ideal customer?
You want to get inside the mind of the customer to really understandwhat's driving the buying decision, as well as where and how to find yourcustomer.
What behaviors distinguish your ideal customer? Is the need foryour product or service seasonal or constant? How important is itto establish your connection to their community? The more youknow about your ideal customer, the better chance you have of speaking directly to their wants in a way that is compelling.
(see#1)
 
When are your customers most likely to buy fromyou?
 ______________________________________________________ ___________________________________________________________ ___________________________________________________________ ___________________________________________________________
 
 
4. Where can I find my ideal customer to communicate my message?
Does your ideal customer get information from magazines, newspapers,web sites or friends? Is your ideal client thinking about purchasing yourproduct or service in a store or at home
?Where do they live, work,play? Under what circumstances will they consume your product?Your job is to find a means to communicate with him or her that iswithin his or her daily communication threads.
For example, if youwere selling weight-loss services, a gourmet food magazine wouldn’t bethe ideal connection medium for you, but a cross-collaboration with gyms,health food stores, yoga studios etc. would be ideal.
What are 3 alternative places/ways you could connect to yourtarget audience?
 __________________________________________________________ ___________________________________________________________ ___________________________________________________________ ___________________________________________________________
5. What is my USP? (Respectfully borrowed from Action Coach, YourUnique Selling Proposition)What is special, unique, needed, mind-blowing, novel, status-added, etc. about what you offer?
If your ideal customer identifies withbeing part of an exclusive group, perhaps your message would includesomething about your product not being for everyone, just positioned forfolks who are ready for or up to the challenge of what your product offers.Many products and services effectively appeal to what people want to be,rather than what they want to have, i.e. weight loss, cosmetics, hairproducts, etc. Others remind them of added-value they will receive bybuying your service – peace of mind, security, ease of routine workproduction, etc.
Figure out why your offering is IMPORTANT, andhow clients can hear you through the media fog
.
What 3 features are you
really 
offering yourcustomers?
 _________________________________________________ ___________________________________________________________ ___________________________________________________________ ___________________________________________________________ 
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