When you’re working on developing a target market description and aiming for that market, you must deal with your market’s perception of your business. The question becomes, “How do you manage your marketing and marketing writing so that your market perceives you as the ideal solution provider?” To do this you could do such things as showcasing the background and expertise that makes you a dominant force to your target market. It can also mean that you have in-depth knowledge of your target market. Here are a few ideas for you to consider in your quest to be perceived by your target market as the ideal candidate to help them solve their problem.
1. All the components of your background – experience, training, education, expertise – demonstrate that you’re highly qualified to be able to help your target market.
They don’t have to “stretch” their imagination to see your superior background. Prospects don’t have to make great mental leaps to imagine that you’re the best choice for them. They don’t have to struggle to see any logical connection between your background and your promises to resolve their problems. When they read and hear your background, your qualifications are a “deal closer”. Prospects are won over and they say “yes!”. Be sure that all your marketing writing demonstrates how you are qualified to solve their problems.
2. You and your business have a high degree of visibility.
You’re prominent in numerous marketing venues, such as writing articles, public speaking, giving teleclasses, Internet search engines, media, and social media. You’re not hiding from prospects. It’s highly likely that your name and business will be “top of mind” when prospects are looking for a solution to the problem you solve.
3. You have some method of “drip, drip, drip” type marketing.
This might be an ezine, a blog, social media, a weekly radio show, regular advertising, or Internet ads. You have a strategy in place and regularly pursue that strategy. Choose the medium that suits your personality and that you’re willing to stay committed to. Ideally, you must devise some method(s) of auto-pilot marketing.
4. Look for ways to associate with and affiliate with your target market.
Seek out those settings where you can access groupings of your market. Where do they go to congregate? How can you join them regularly? This is often the most challenging question in marketing. You may even be thinking, “If I knew that, I’d be fine.” Often, though, what’s happening is that your target market is not sharply defined enough or you would be able to identify such “pools” of prospects. Once your target market is clarified, a little creative thinking can pinpoint exactly where your marketing efforts would be a lot easier.
5. Put together a system of marketing materials that demonstrates you’re the best solution provider for your market.
By “system”, I mean multiple pieces, each providing the appropriate level of information that prospects need to satisfy their need to know about your business. They need increasing levels of information depending directly on where they are in the marketing and sales cycle. To move a contact from prospect to client is a series of steps and stages. Each requires providing an additional level of information. Make sure you have pieces of marketing writing to keep prospects moving forward to becoming your client.
You can create the perception that you are the ideal problem solver for your target market. It takes some concerted and strategic action but it can be done. In fact, it probably won’t even take more effort than what you’re already doing.
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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