Lesson 5: Knowing Your Target Market Intimately
Welcome to Lesson #5, .
What’s the biggest mistake most people make in regards to their list building promotion? Well, actually, in ALL their marketing?
It’s not properly identifying their target customer first. And this leads to all sorts of issues including:
- Your target prospect will have uncertainty if your product or service is right for them.
- Your list building holiday will attract the wrong kind of people opting in.
- The JV partners you work with won’t really fit in what you are doing.
So before we go any further, I want you to really make sure you understand who you serve. And that’s by establishing a customer profile.
And they love going to a store called Build-a-Bear Workshop. Are you familiar with those? Essentially, you create a complete stuffed animal of your own. You pick out everything and stuff the animal too!
And I want you to think of your customer profile as building your own perfect bear (one that will bring you joy for years to come as you build a relationship with him or her AND profit from that relationship).
Let’s go through the process briefly, as if we’re building a bear.
First we need to determine who this bear – or your target market, is going to be:
- Is it a he or she?
- Is it young or older? What its age?
- Is it a winter bear with thick fur or someone with pretty light fluff? (Is your target market inside a lot or outside & active?)
- What does your bear wear? Is it posh? Casual?
- What else does it like to do? Drink tea? Eat organic clover honey? Plays sports? Enjoys reading?
- What is the bear’s name?
The key here is to get specific as possible.
Once you know exactly who your target market is – and put a name to him or her, you can easily create any marketing materials – from websites to press releases, from Internet marketing keywords to emails, much easier because you’re writing to that one person.
Let me use myself as an example: my target person is Elizabeth Entrepreneur, also fondly called Liz. Liz is a mom, with 2 kids who is also owns a business for about 3-5 years. She knows a bit about marketing, but is ready to take it to the next level by using publicity and creative marketing to get her name in places beyond her local market. She reads Entrepreneur, and Inc., as well as Kiwi. She watched NBC news, and CSI. She wants to be on Oprah, but secretly prefers Martha Stewart. She shops at the mall, but also like Target. She wishes she had more time for herself.
Assignment!
Please take your time and fill out the exclusive worksheet called Customer Profile. Click here to download it.
I want you to write down all the information you know about your ideal customer/client. Then complete the profile of exactly who that person is.
