The Desert of Arizona
Partly Cloudy 38 Degrees
I was on the phone yesterday working with a client to strategize a new Platform.
We’re about half way through the process, so we’ve done enough work that it’s time to really refine the focus of who the Platform is for.
Why do you choose a “target market?”
Well the surface explanation is so that you have something to aim at right?
That’s true, but it’s really only part of the answer. Yes, this commitment to focus makes your job of marketing a whole lot easier. Decisions become easier.
But it goes much deeper than that.
Let’s say you offer what is basically general business building advice to small businesses.
If you talk about it to a group of plumbers, it’s going to be received very differently than if you talk about it to a group of accountants.
What changes between those two groups of people?
The FEELINGS. The pictures inside their heads. The shape of their dreams. The color of their fears.
When you get the feelings and the colors and the pictures right, the result is that someone reads/listens to/sees your marketing and has the internal response of, “That’s for me!”
Ask yourself if you have a clear picture of all of that stuff? If you don’t, how are you supposed to connect with someone?
Can’t you just rise to the top based on the quality of what you can do or teach? Nope. That’s not going to cut it. That’s why you know professionals in your space who are MORE successful but actually seem to know LESS than you.
Do you have an intimate understanding of what it’s like to be in the skin of your prospects?
If not, there’s the work to be done. That supplies the foundation for your marketing.
I’m going to be talking about this tomorrow night in relation to writing emails that slowly sell YOU, without doing it in the old slimy salesy way.
I’m going to walk you through a simple process for writing interesting, engaging, valuable emails to your prospects and clients. (Yes, the event will be recorded.)