Clarity Creates Success
Dreamer,
Nothing is more important than getting CLEAR on WHO YOU SERVE. This is one of the most important aspects when launching a business and creating successful marketing strategies.
I’m going to use Cake to make my point!
Let’s shop cake!
If you’re the fine proprietor of a cake shop you may think everyone loves cake I just need to open the doors and get to baking!
Customer Profile:
Everyone that eats cake.
You think I’ll draw them in with a perfectly frosted chocolate cake. And then some spice cake and vanilla cake and then we need carrot cake too. Then should I do cookies or muffins, what about the breakfast crowd? Nightmare!
Yes, the market should direct your business offerings but never let it drive you aimlessly around. If you serve everyone you connect with NOONE. I know it’s cake, but unless you are the only cake shop in town your job is to create raving customers and build a supportive community around your business at a profit.
What if you’re magical at teaching people to decorate cakes. You know, so people could stop posting their Pinterest, Nailed It disasters to Facebook!
Customer Profile:
Women that secretly feel inadequate because they can’t decorate a cake. Every Birthday, Cake Bake and Office Party leave them running to the local bakery. Reluctantly make the purchase and try their best to hide the shame of their store bought masterpiece.
Build it and they will come
It’s just not true. You can have a superior product within an industry and FAIL. Even if it benefits its users, you can fail. It’s your job to find your own sustainable watering hole, complete with ideal customers lining up to purchase.
Spend more time listening to your customers and getting dialed into their frustrations and fears. If you can unground those issues you will succeed by creating the products and services that fill a need.
In the last customer profile example did you see how dialed in we are getting?
Does that help you create a ton of creative marketing ideas to capture her attention and get her signed up for your decorating class? Keep dialing in on your customer profiles until it’s effortless to make decisions about marketing and creating products and services they’ll buy.
Most businesses have 3 or 4 distinct customers profiles.
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