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Choose Your Target
Audience Because
You Care
by Carole Nicoliades
As I started my
coaching company, I knew that one segment of my
target audience would be small businesses. These
were the people
that I loved working with and for in my previous
occupation. I
simply cared about these people.
As I began to work on my marketing plan, I went back
to take a
look at my MBA curriculum. I didn't like what I saw.
It was all
so sterile. According to the text, I had to have
concrete facts
as to why I wanted to work with these people. You
cannot sell
meat to a vegetarian after all. I had to be able to
back up my
target market decision with facts and figures.
That's when it finally hit me! All the facts and
analytical
information in the world wouldn't put me in a
position to work
with those people I truly care about. Before
deciding on my
target segment, I had to face the fact that these
are the people
I am most able to help.
Yes, you do have to be able to define a market that
will support
you. You have to be able to attract enough business
to make a
living. But, as the old saying goes, "if you do
something and
do it right, everything else will fall into
place". And that's
why I am consulting with small businesses. I have a
connection
and bond with them that can't be ignored.
While the banks and business planners will tell you
that you
simply must choose a target audience based on the
amount of money they can bring to your company, I'll
tell you there are other
things to consider as well.
1. Choose your target audience because you care
about them.
If you choose your audience based on this simple
criteria you will
be amazed at how many niche markets will emerge from
that
audience. If you care for a particular group of
people, your
natural creativity kicks in and you start developing
a nurturing
in such an incredible way. People recognize that you
care about
their success and will continue to do business with
you because
of that trait.
2. Choose your target audience because you can
serve them well.
When you have natural talents it would be silly not
to use them.
Look for target markets that can benefit from your
talents.
Choose your target customers based on their need to
have the
service you offer. Once you do this, the money will
follow.
3. Choose your target audience because you are
compatible with them.
Relationships in business are extremely important.
You
have to be able to get along with the customers you
are going
to have. Just as I mentioned above, although small
businesses
present special challenges, I get along with them
and are
compatible with them. Be sure you choose a target
market full
of people who you can relate well with. It will make
your
life, and your business, a much greater pleasure.
4. Choose your target audience because you are
one of them.
When you have a connection with a group of people,
it makes it easier to work with them. I have spent a
lot of time with small
business managers and therefore have become one of
them. It was
very natural for me to include this group of people
in the target
audience for my coaching company. When you have a
history with
a certain industry or segment, include them in your
target group.
Your background will make your prospects more
comfortable, and
will allow you to relate better to them.
When you rely solely on the advice of financial
professionals
to determine your target market, you are cutting
yourself short.
If Dave Thomas of Wendy's Hamburger fame listened to
the
analysts, he would have never opened his highly
successful fast
food franchise. Listen to your heart, and your
instinct, to
choose a target market that works well for you - and
that you
can work well for.
Carole Nicolaides is Founder of The Thriving
Practice, a program
that teaches businesses to define and use their most
powerful
advantages. Stop struggling and learn to make your
business
thrive. Visit http://www.thethrivingpractice.com
today for
details on this 3-month success workshop that can
boost your
business and create more profits for you.
Choose Your Target Audience Because You Care
by Carole Nicoliades (c) 2001
http://www.thethrivingpractice.com
http://www.intentionalsuccess.com
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