Wouldn’t it be great to have a steady stream of clients who said, “You’re just what I’m looking for!”?  Your business would take off.  You wouldn’t be up at night worrying.  You’d even enjoy your business more.

You’ve worked hard, trying various marketing methods, putting up a great-looking website, and maybe even spending more money than you’re comfortable spending on advertising.  But you still haven’t found that “magic bullet” that will make people flock to you.  How is it that some businesses have customers lined up around the corner, and others continue to spin their wheels?

Let’s look at an example of a business owner who has customers flocking to him:  A guy selling rain ponchos on a rainy day at the zoo.  Sure, the reasons for his success are obvious, but we can still learn a few things from him about marketing.  To be as successful at attracting eager customers as he is, ask yourself these three questions (and take time with the answers):

1.  Who is your target market?
(Hint: “Everyone” is the only incorrect answer here.)  Unless you’ve been in business for awhile and have several established buckets of clientele, start by focusing on one type of client as your target.  Better yet, imagine the client type as one specific person.  What does that person do for a living?  How old is that person?  Where would you typically meet this person?  What is their income?  What motivates them or moves them?  Imagine that person standing in front of you.  How would you talk to them?

For the rain poncho salesman at the zoo, the target market would be zoo-goers without raincoats.  He’s positioned himself as a raincoat specialist.  When people are at the zoo and they need raincoats, they’ll line up to buy from him. 

And in case you’re wondering if he’s narrowed himself down too specifically, his specialization is the best way to get the right customers to take notice of him and then buy from him.  He may also sell balloons or popcorn, but he’s positioned himself as the raincoat guy.  People will come to him first for a raincoat, and then, even if it stops raining, they’re likely to buy his other products, too.

You can position yourself as an expert or specialist for your target market, as well.  And, like the rain poncho salesman, you don’t have to be afraid that narrowing your target market will keep you from selling other products.  You’ll just attract more qualified customers more quickly. 

Next: Step 2

target market, marketing