Great post, Cristina. It's tough for people to see why they need to focus on a target market. My TM is real estate agents, but my business ended up being filled with all kinds of clients outside of that industry through networking referrals.
I'm sure he'll come around ;)
chris johnson
· 2 years ago
you couldn't be more right.
I am in a commodity market--mortgage practitioners. In order to even rise to the level of average, I had a few things to do.
#1: I got an exclusive message: Ten Day Service, guaranteed. This is unique and novel, and semi exclusive.
#2. I marketed to Realtors, because they have one to many relationships, and they are in charge of this sort of thing.
#3. I stay on message--banner to carry, story to tell.
Now, my business is big. Most people don't ask for a mortgage in ten days, but because I say that that's what I do,they figure that I can get theirs done, no problem.
I also think it's time for a holiday challenge: Make December 20% above average. This is for service providers, Realtors, and individual practitioners. People go into holiday mode and are no longer accountable.
Let's make 'em.
Best, SEE YOU.
Cristina Favreau
· 2 years ago
Jaime, I love that you share how you have a specific target, but it doesn't prevent you from attracting and taking on other types of clients.
Therein lies the secret -- Networking and Referrals.
BTW, congrats on your new blog. I look at you and wonder "How does she do it with 2 kids at home?" You're an inspiration!
Cristina Favreau
· 2 years ago
Chris, I love your approach of offering a guaranteed, unique, novel and exclusive service compared to others in your industry.
You also make it very clear on your blog who you work with and who you don't. While this may turn off some people (which I bet you're hoping it'll turn off non-ideal clients) it will appeal to exactly the type of client you want to work with.
Congrats on putting out such a clear message.
I love your challenge for December. It's true, we tend to slack off more in December (I don't know about you, but knowing that the second half of December is a write-off pretty much seals it for me).
I'm committed to making December 20% better than my overall average this year -- which, unfortunately isn't a stretch, since I was on mat leave half the year.
Maryan Pelland
· 2 years ago
What you say is so true and so overlooked. When we decide to start a business, often our excitement makes us forge ahead, feeling we'll over the basics as we go. But if we don't cover basics first, we may never get past our first hurtle. Figuring out who you're speaking (selling, marketing) to is critical to success. My business is writing - I not only have to figure out who I'm selling my work to, but I need to always know who I'm speaking to as I write. That's good practice for me to be able to keep my eye on the ball and visualize my target. Thanks for the reminder.
Maryan, thanks for the glimpse into your business and the way you keep focused on your audience.
I'll be the first to say that the whole hoopla of identifying your target market when you first start a business is overrated. However, it's important to have some idea of who you'd like your message to reach first. In my step-dad's case, because it's high end construction of homes, it's best if he doesn't target lower income families to start with.
Please let us know how your business goes and how you reach your target audience.
All Comments
I'm sure he'll come around ;)
I am in a commodity market--mortgage practitioners. In order to even rise to the level of average, I had a few things to do.
#1: I got an exclusive message: Ten Day Service, guaranteed. This is unique and novel, and semi exclusive.
#2. I marketed to Realtors, because they have one to many relationships, and they are in charge of this sort of thing.
#3. I stay on message--banner to carry, story to tell.
Now, my business is big. Most people don't ask for a mortgage in ten days, but because I say that that's what I do,they figure that I can get theirs done, no problem.
I also think it's time for a holiday challenge: Make December 20% above average. This is for service providers, Realtors, and individual practitioners. People go into holiday mode and are no longer accountable.
Let's make 'em.
Best, SEE YOU.
Therein lies the secret -- Networking and Referrals.
BTW, congrats on your new blog. I look at you and wonder "How does she do it with 2 kids at home?" You're an inspiration!
You also make it very clear on your blog who you work with and who you don't. While this may turn off some people (which I bet you're hoping it'll turn off non-ideal clients) it will appeal to exactly the type of client you want to work with.
Congrats on putting out such a clear message.
I love your challenge for December. It's true, we tend to slack off more in December (I don't know about you, but knowing that the second half of December is a write-off pretty much seals it for me).
I'm committed to making December 20% better than my overall average this year -- which, unfortunately isn't a stretch, since I was on mat leave half the year.
Maryan
Digital Grandparent at DemystifyingDigital.com
online at Suite101.com
I'll be the first to say that the whole hoopla of identifying your target market when you first start a business is overrated. However, it's important to have some idea of who you'd like your message to reach first. In my step-dad's case, because it's high end construction of homes, it's best if he doesn't target lower income families to start with.
Please let us know how your business goes and how you reach your target audience.