If you have decided to aim for a new target market, you must have credibility in their eyes. This means that you must become an expert on your new market, their personality and problems. Without this knowledge, you can offer the best services in the world, but will not attract them as clients. However, it is possible to acquire and bolster credibility, and there are definitely some things that you can do to be seen as credible by your targeted market. Here are a few ideas.
1. You must immerse yourself in problems that your market wants solved.
In order to do this effectively, you must research and participate in activities and events where your market is the primary participant. This could be things like meetings, associations, online forums, professional clubs, or any setting where you can access, affiliate with and get to know members of your target market. Listen to the things they say about their problem. Get the insider’s viewpoint. Use this in your marketing writing.
2. Befriend some members of your market and “pick their brains”.
Be sure that you are friends and that you are asking for information in a non-threatening way. Inquire about their problems and listen acutely to their replies. Find out what they do want and what solutions they most desire. What do they want things to be like? What do they yearn for? What words do they use? What concepts capture their feelings? Keep yourself out of the “conversation” except to probe deeper. This is all about listening. Capture the essence of what you hear in your marketing writing.
3. How can you create a background that is credible to your target?
Can you get some work experience in the field? Will you take specific training? Is there anything in your background that demonstrates some clear-cut predisposition or background knowledge of the market? This means things like perhaps a parent and/or grandparent who specialized in that field, or you’ve worked for years in an associated field where you came to understand the problems that your market deals with. This insider knowledge is highly credible and effective in winning your target market. Be sure this information is included in all your marketing writing.
4. Explore the transferable skills that you have.
What are the areas of expertise you have already developed that would have credible to the new target market? For instance, if it’s a field where being meticulous is critical (such as accounting), where and how have you already demonstrated that characteristic? What traits will your market expect to find that would convince them to buy from them?
5. What would impress your target market?
I don’t mean this in any phony type of way, but rather in a sincere and authentic way. What is your target market looking for and expecting to find? Examples of things that might impress prospects are things like:
– You worked for decades in the field.
– You’ve trained in the field.
– You’re a second or third generation in your family to work in the field.
– Your background clearly demonstrate expertise.
6. Get clear on what your target market considers credible.
What are they looking for? To get this information, your best source is to conduct some sort of survey among members of your target market. This is best done rather informally and in person. You need to discover what your target market needs to see to be convinced you’re a credible provider of services. What background, education training or experience do they need so they are confident in your ability to deliver? It’s critical to understand what your target market needs to see to decide to buy from you.
If you are changing your target market, you must understand how to acquire and demonstrate credibility with that market. It’s necessary to understand what your target market expects to see and making sure that you have that. These ideas should get you started on developing credibility with your new target market.
Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.
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