Friday, September 8, 2017

Proper Preparation is Essential

A distinguished colleague yesterday told me about some of her recent client situations and in particular how few were really prepared to take advantage of her services building a client base with funnel methodologies.  Some had only the sketchiest idea who is their target customer.  This is disappointing and a striking challenge for our small business community.

Having a well defined target is absolutely essential.  It is not going to work to say that "my customer is everyone who needs my service", or that "anyone is my best prospect."  Marketing is costly and time consuming and must be rationed to only the absolutely best market segments.

It does take courage to be willing to focus narrowly.  And it may require some market research to determine that focus.   But it must be done.  And when you are prepared to look for that sharpest and best defined segment (in terms of age? gender? location? circumstances?) one is then properly prepared to put the professional services of those like my colleague to best effect.

Bottom Line:  Step back today and think about your own best target prospect.  Narrow to a particular demographic or behavior who is absolutely most likely to pay for your product or service.  And only then look at the appropriate marketing channel for your business.

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