Putting it in context this is a business that has been in existence for about 3 years – the good news is that they have survived, and in this climate that is not something to be underestimated!
However, their business seems to be reaching a plateau and they really want to bring it to the next level – hence they have asked me to help them.
Obviously the starting point is where they are now, and we are doing a detailed analysis of that right now.
In the early part of the discussion we talked about their target market, and it struck me that it is worth sharing it here with all of you as this is an exercise we all need to do regularly.
It became abundantly clear that this business was not as razor sharp about their target market as they should be.
They had fallen into the trap of operating in a manner that anyone who could afford their products was their target market. Now I am exaggerating a bit, but frankly not too much.
The consequence is that their activities lacked laser FOCUS.. It was almost “anyone with a heartbeat and a checkbook” was worth having a conversation with.
It is no wonder that their conversion rates were poor, their marketing disparate and frankly wasted, and their message confusing. They were trying to fit into any box for fear of being excluded from anywhere. A real mistake!
The first question I asked – and it is always fascinating to listen to the answers – is, what do you do? What pain do you resolve? What question do you answer? What solution do you bring? What problem are you fixing?
The answer to “what do you do?” is not a product. It is what the product delivers. So, for example, if you are a pharmaceutical company, you don’t sell tablets, or medicine – you sell the relief, the cure, the peace of mind or whatever.
So, what do you do? Have a session with your team and come to a conclusion.
Secondly, who is your target market? Who is your ideal client. Describe them in great detail? We are talking hear about your perfect clients. What age? Demographics? Professional? Employed? Self employed? Entrepreneur? Financial position? What are their characteristics? What sort of people are they?
You must be razor clear about your ideal target market.
In my experience, many dislike this exercise as they feel it is limiting them – the opposite is true! It gives you clarity and direction.
So, are you crystal clear about your target market? Are your people? Include this in
John Murphy International