Who are you really? And who do you really “sell” to?

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In this section you’ll begin to define your target market.

The simple truth is that if you try to be all things to all people, then you’re likely to be nothing to everyone. And you may end up with no customers because of it!

Getting very clear about who you are, and who you appeal to, is probably the most critical step in designing your successful Business LifeStyle.

Why “narrow the market”?

One of the biggest issues we’ve faced with clients is that they want to have the widest market as possible in the belief that if they appeal to the widest possible market then that will generate the greatest interest in their product or service.

We don’t disagree that this strategy has a valid place, it’s just that we’re yet to see it work with clients like you in the context that you live and work in...

What we do see with clients who follow this strategy are people who are constantly flipping their focus, trying to be something they’re not, for people they don’t like, creating work they don’t love, and most sadly; creating work that they feel has compromised their own personal integrity.

We don’t know about you, but that’s not how we want to live and work... What’s important to you?

Being very clear about who you are, what you do, who specifically you appeal to, and who specifically you desire to attract means that you’re only taking action that brings you those things. And you’re not wasting time and energy to bring yourself the people that you don’t really want to work with and serve.
 

The advantages of further narrowing and re-defining your “Niche”

·    Narrowing your market and building genuine expertise in a narrow field means that you can become an expert in what you do, instead of being a “Jack of all trades; Master of none”.

·    Deeply researching your particular niche group in order to learn more about what they want and need means that you can also test-market your products or services.

·    It makes it easier to communicate with potential clients and customers because you can appeal specifically to this narrow group instead of to everyone. Your target market will be attracted to you instead of pass you by. Your marketing materials can now be targeted and now add very real value to your audience, instead of being “generalised”, and just a little bit useful to everyone.

·    Using this “Attraction marketing” method you can set up marketing campaigns purely to target this specific group and communicate directly to them. This means you will attract the right customers and referrals.

·    Because your target market is aligned to you, and who you are, you’ll find yourself enjoying networking and ‘hang out’ with them. Your interests are their interests. And it’s a more natural fit.

·    You can achieve more credibility than your competitor who appears to handle everything.

·    You can create specific products and services that appeal to your niche group.