Every week I see small business owners making huge mistakes in their marketing efforts. And it can cost you ton of money and wasted effort if you don't make sure you are focused - not just using splat marketing to try to get the word out and about your business.
Many small business owners mistakenly think that narrowing down and targeting a specific market will leave them with no one to use their products or services. But it usually works exactly the opposite.
The more you focus on a narrow market, the more of them you will find.
When you are clear on who you are targeting it can help your business have great success.
So before you spend the time or waste more money on splat marketing techniques - you need to know who you are looking for, what they need, and how you plan to reach them.
I was talking to a small business owner about his marketing efforts the other day. He said, "I sent out 200 marketing brochures the other day and didn't get a single response". What a waste of time and money - huh. He also mentioned that a friend of his had invited him to join a weekly business-leaders group. When I asked him what types of business were involved in that group, his answer was - well I don't really know. Then I asked him who his target market was, he said - well, everyone can use my services. Oiaue!
Many small business owners make the same mistake using splat marketing for their business. It won't work if you haven't taken the time to target your market. You have to know who you are selling to and why they need your services.
Here is a rule you need to go by:
Everyone is not a target market. If you try to be all things to all people, you'll fail.
Take the time to detail, who your prospect is, and what you are selling them. Be as specific as you possibly can. Here are some tips to get you started:
▪▪ Create a picture of your target market, get very clear on who they are. You want to define what they like or dislike, what their income bracket is, what their interests and values are, what and how they like to buy, where they are located at - as many details as possible.
▪▪ Define what problems your target market wants to have solved. This won't necessarily be the same thing you think they need to be solved, so get really clear on this. I've seen way too many small business owners develop a product or service and then try to sell it. That's a recipe for failure. Find out what they want first and you will be successful.
So there you go. Paint a picture of who your target market is and what problems they want you to solve. Then, and only then, determine how you will reach those prospects. My bet is your marketing will be right on target.
Have you determined your target market? Who is it? Do you have a tip to share or help you can offer? If you still need help then send me a message. I would love to hear from you.
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Passionate about entrepreneurship, small business and start-ups. Love tackling the issues and challenges that matter and helpful to small business people.