Online Success is All About Targeting
For the third time in 2 days I have had the same mind blowing conversation with a small business owner. The conversation? Targeting! Knowing your market. I mean intimately knowing your market – their needs, their desires and their roadblocks to getting what they want.
Targeting the Market
Now this isn’t about my market is people who can’t sleep, or people getting married, or people suffering stress, or people….
Those are huge, non-specific markets comprised of many, smaller, more targeted niches.
For example people who can’t sleep – maybe babies with poor sleep patters, children who can’t sleep, parents of the before mentioned children who can’t sleep purely because of their child’s sleeplessness, or they could be stressed out execs, unable to turn off their mind chatter, unable to sleep because of restless leg and the list goes on.
As you can imagine the needs of each of those sectors of the market are quite different. What a parent will need to settle a baby is quite different from what a stressed out CEO of a filing company will need. They have different problems, different stresses and different desires.
If I try to target all in one message the message will be lost. By trying to speak to all we fail to speak to any.
A Great Salesman Knows If He Chases Two Rabbits They Will Both Get Away
You need to know who specifically has the problem you are solving. You may be solving the problems of every sector within your broader market over time but you need to know each sector individually first and solves their problems as a niche or micro niche group with common needs and desires.
But I’ll Be Limiting Myself
Targeting is not actually limiting it is expanding. If you try to attack an entire market you generally fail to appeal to any because the individual niches within it are often so different.
Targeting them one at a time does not limit you from targeting them all it actually enhances your ability to communicate with them effectively and eventually to sell them the solution to their problem.
By not being specific and targeted you are limiting your ability to connect with anyone in your market.
You Know it Makes Sense
How often have you been searching for something only to fail to find what you want. It is frustrating when no one seems to understand our problems or offer us a solution that meets our needs. We want to find something that is tailored to our needs.
What do great salespeople do for us they very smoothly determine what we need and then present us with a limited choice that meets our specific needs often guiding us to the solution they think will suit us best. Often their is a certain amount of likability and flattery happening at this time because they have assessed us, summed us up, addressed our concerns and sold us the solution we need. Not what Joe bought, or what Fred wants or left us standing at a huge counter of watches with no idea where to start or which one does what we want.
My Challenge to You & How I can Help You Achieve It
Is to know your market and to drill down into each specific area within that market and know them. Having done this 3 times in 2 days (and it’s only 10am) and more times than I care to count in the last month or so I am placing a “Know Your Market” module online.
To help you out I would like to offer this free for feedback to 20 people. No obligation, no money taken, no try but pay later. Purely and totally free so I can get your feedback on what worked, didn’t work, that you understood or didn’t understand. I would like your help to ensure this is the premium product on market research. You will also receive the updated version if you have participated in the review as a thank you.
All you need to do to be one of the 20 is enter your email below and I will be in touch.
