2003
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Highly motivated business owners and self-employed professionals who want to significantly increase their business.
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The interactive newsletter with action items you can implement today!
The faces around the table were all long. The marketing campaign results--awaited with such anticipation--were almost non-existent. "It didn't work", they all said. "We did everything right and it didn't work. We don't want to spend anymore money on anything that's not going to bring in a new client to this company."
Has this happened to you?
If you've taken my teleclass "Seven Keys to Identify and Target Your Ideal Client/Customer", then you know there are six reasons why you might not be getting the results you want. Let's add a seventh reason to that list:
| Implementing marketing tactics without laying the foundation by identifying your target market and establishing a positioning statement. |
If you've been going straight for the tactics with limited success, maybe it's time to back-up.
In order for your tactics to be successful, they must be directed to a particular target audience for a particular service or product. Trying to be all things to all people doesn't work very well.
If you believe that everyone is a potential customer and you've been casting a wide net hoping that something would appeal to everyone who reads your brochure/website/ad or hears your elevator speech, then it's probably YOU that are standing in the way of your own success.
Selecting a target market for your service or product is a critical business decision. Many are afraid to make that selection, fearing that choosing one leaves out others, and that somehow, they might be making the wrong choice and leaving the best clients on the table.
It's important to know that not making a decision IS making a decision.
As we discuss in the teleclass "Seven Keys to Identify and Target Your Ideal Client/Customer", it really isn't practical to be competent in all the things you would need to be competent in to serve all those different markets.
So go ahead and make a decision. You aren't limited to just one target market. Select two or three if that works for your service or product.
Once you do that, you're ready to develop a marketing plan that's right for your business.
A Great Marketing Plan!
Are you ready?
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Dianne E. Dawson, M.A., Principal of Dawson Resources, LLC and founder of VirtualBusinessIncubator, is a Business Coach working with highly motivated business owners and self-employed professionals who want to significantly increase business growth, profitability, and client retention. She has an International coaching practice. dianne@dawsonresources.comReprints: You have permission to reprint this article in its entirety, including attribututions. You may not alter the article or attribution. Please send an e-mail with the link to the webpage where this article is reprinted.
You may visit her websites at http://www.virtualbusinessincubator.com and http://www.dawsonresources.com
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