If you persist in trying to be all things to all people, you will fail. The only alternative, then, is to be something important to a few people.Seth Godin
You could of course target all the customers that might want to buy your product.
That would be a perfectly logical thing to do. Businesses do it all the time and have some success with it.
Except it’s a flawed strategy.
Because while you will sell with that approach, there’s no guarantee that you’ll have much fun doing it. Or that it’ll be the most profitable.
- You’ll pick up customers that don’t care that much, who’ll just as easily go to that business down the road as they’ll go to you.
- You’ll also pick up the odd time waster who won’t actually buy but will suck away at your time with endless questions just a string you along.
- And from time to time you’ll pick the real client from hell who, as well as making your life a nightmare, may well demand a discount or not pay you at all.
Have you had one or two like that?
But it doesn’t need to be like that.
You can target the right clients for you. You can say no to those you don’t think will be the right fit.
Finding your ideal client and identifying how you help them is the starting point of marketing.
It’s marketing 101.
And by doing it, you’ll steal a march on many others because they either don’t know how important it is or skimp over it in the rush for more sales from anyone who’ll buy from them.
It’ll enable you to identify their needs, their pains and offer them solutions.
That’s the next stage, answer there questions in the content you produce.
I’m here to give your marketing a solid base by working out what you’re really selling who you’re really selling to.
To finally give you the clarity to be able to talk to your customers in ways they understand.
To cut through the marketers bullshit about what they think you need and to work out with you what’s best for you..
To help you understand what you’re not sure about in marketing and to give you more confidence about your business.
The Autobiographical Bit
Previously, I worked in travel and business information before starting as a translator and copywriter 20-odd years ago. I was a dogsbody in a market research company and I had paper rounds and milk rounds in the 1970s.
I lived in France for 20 years in all and went native. I gained a love for French cinema, steak tartare and the Breton coastline from the experience.
I’m originally a London boy, but through a long and romantic sequence of events, I came to rest in Somerset. I’ll tell you about them if we work together.
I have an unhealthy interest in seventeenth-century millenarians, experimental and leftfield music
I make a mean onion tart (that used to surprise the French!).
I’ve also got a degree in History and French.