Focus your message
Who is your ideal client?
That may be easy to define, but more often than not it can be a challenge. Many of us individually or as a business serve a wide variety of clients. Insurance for example is applicable to pretty much anyone - or is it?
The temptation when we have a service or product that serves many types of client is to say something like: “You are a potential client for me if you have a house or a car” or ” If you want to make more money we should talk”. The difficulty with this is that, although it may be true, people don’t relate to such a message and when you talk in these terms it is hard for them to think of anyone who might be a good referral for you. Why? Well vague out gets vague back - you are asking people to think for you.
So, how do you focus your message? The best I have heard are very specific such as an attorney who works exclusively with men going through divorce, a web deisgner who works primarily with small businesses embarrassed by their website, even a coach who coaches Indy Car Drivers!
These are specific areas of focus and if they apply to us (or someone we know well) we feel it immediately and can see how that service could help us. I know the arguement against this! “Well I don’t want to limit myself because I genuinely can serve that wide range of client”. I am sure that’t true - the trouble is you may not get the chance if they don’t understand the value you offer.
Also, specialization and expertise are attractive. So is passion for what you do. I would argue it is easier to be passionate about something when you have a clear view of who you ideally like to serve. Here’s the deal. When you are specific you will find people will begin to ask questions like: “Can you also do that for…….?” In other words they will relate to what you are saying and ask you whether you also work in other areas - isn’t that better than trying to “tell” people all the time?
Tags: focus, marketing message