Ideal Client Can Help Growth After A Recession
Published: September 28, 2010 at 7:37 pm
Many businesses in existence today are struggling to regain strength after the global recession due to three major reasons:
1. The economy has changed
2. The way people choose business partners has changed
3. There are more marketing messages bombarding us today than ever before
Because the Internet has made global marketing possible, people are tuning out more and more of the extraneous information that doesn’t help them achieve their goals. Having the ability to differentiate yourself from your competitors and knowing how to take your ideal clients through the sales cycle is crucial in today’s economy. In addition, there is more outsourcing going on today than ever before.
People don’t want to be sold to. Nobody likes a potential solution to be forced upon them. People want to know someone is willing to stand by their side and help them through whatever business challenges they’re having. More importantly, people want to feel like they’re being treated as individuals; not as part of a mass marketing strategy.
It is for these reasons (and more) that you need to create a whole new definition of your ideal client. Pieces of the definition must include:
- Demographics: age, gender, stage of life, location, marital status, income level, education level
- Psychographics: personal & business preferences, personality style, communication style
- Emotional needs: what problem are you solving? What emotional pain are your clients feeling that you help to alleviate?
Once you have some simple definitions for the items listed above (as well as other information), you can start to pinpoint where you would find people with these characteristics. Once you have a few places that you would find your ideal client, you can start to craft marketing messages that speak only to them (stay tuned for the upcoming post about how to write a marketing message that starts sales cycles with only your ideal client).