Who is your customer?


Does it feel like your customer is everybody, but nobody is buying?

You may be falling for one of the key traps that exist in every industry: not properly identifying your customer.

To be clear, I’m not saying that you limit who you would sell to, I’m talking about identifying who you expect to sell to.

Example: Your expertise is weight loss and fitness. You have the following products: A fitness blog, an e-book on fitness routines, personal coaching sessions on fitness regimens, and seminars/keynotes on improving your life through diet and exercise.

Would a 20-year old woman, 45-year old man and 75-year old retiree need the same advice and fitness program? Certainly not.

If you are already making a healthy living, then you are probably already doing a good job with your target customer. You may want to develop new products  and services for them, or begin to serve another customer base. You can follow these steps to tune up your business, or seek new customers.

If you are just starting out, or struggling to build a customer base read these next steps:

Step 1: Pick a niche. Let’s say your best expertise is men 35-50 who have an desk job, are married with family commitments and need solutions that fit a busy schedule. Start there.

Step 2: Target your blog to readers in that niche. You don’t have to become macho, but avoid tips that won’t appeal to that target audience.

Step 3: Modify your e-book (or create one). Take your 10 best tips on fitness and expand them so you have about 20 pages. Publish it and provide it as a free incentive for signing up for your e-mail list.

Step 4: Modify your marketing for your coaching sessions. Target your specific audience with methods they can use and would pay to learn. For instance, don’t offer me a plan where we will work out 2-3 hours per day for 3 months. It won’t fit my schedule and it won’t look feasible to me.

Step 5: Look for opportunities to provide your expertise out there. Attend networking events, speak to non-profit organizations, get out in front of people.

Then, do what you are good at. Provide your expertise, solve problems, and serve your customer.

You know that the utility infielder doesn’t make nearly the same salary as the starting shortstop. If you are that shortstop, and your marketing says “Plays Great Infield, any position” I won’t find you on my google search for shortstops, will I? And if I do, I’ll pick a specialist in shortstoppyness before I pick you.

Same with the fitness instructor. If I find your blog, and the last three posts are about post-pregnancy, teen fitness and water aerobics for seniors, I will be bouncing to another blog permanently. So will everyone else. That means you’ve done more work, and attracted fewer customers. Ouch.

If you take some time to focus your efforts and narrow your niche, you can improve both your own time management and your credibility with customers. Take that next step and decide where your expertise is best served. By doing this, you’ll switch from appeal to all, serve none to appeal to my niche, serve my niche.

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