Tag Archives: target audience

Who are you talking to?

Carma Spence teaching how to market your club On Tuesday, I taught a class on how to market your Toastmasters club. Basically, I was sharing my general online marketing knowledge as it applied to attracting new and retaining current members for a club. What I shared, however, can work regardless of what you happen to be marketing.

But the interesting thing is this: there were several question asked that boiled down to the same answer. And that answer is, you need to know who you are talking to. In the case of a Toastmasters’ club, you need to know who your ideal member is. Who would be the best fit for your club’s personality?

When marketing a book, authors need to know who their ideal readers are. Who would be the best fit for the book? Who would be most likely to pick it up at a bookstore and buy it? Who would be most likely to be searching on Amazon for it?

When marketing your business, you need to know who your ideal clients are. Who would best fit what you have to offer? Who would be most likely to have the combination of need and want, and therefore be most likely to not only open their wallet and buy from you … but to actually benefit from what you have to offer?

Your target audience needs to be specific. It needs to easy to define and to describe. “Everyone” is not a target market. And, neither are “entrepreneurs” or “business owners” or “swimmers.” You need to more precise than that … or your marketing will be ineffective and you won’t get the results you’re looking for.
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Power Thought: Get people to care about and invest in what you do

Michael Hirst, creator of Showtimes's The Tudors “For historians, the past is always another country. They want to dig and delve in it, revealing the uniqueness of the other times and cultures. For me, writers do something different: connect the past to the present, reveal similarities that allow audiences to invest in and care about the characters. When we do that, people will watch the shows, and the false distinction between ‘historical’ and ‘contemporary’ dramas will blur and fade away.”
~ Michael Hirst, “Where did All the Men in Tights go?”, TheWrap.com, June 19, 2013

What this quotes means to business
As I read this article, it occurred to me that business are to what they have to offer as writers are to historical drama. Entrepreneurs and small business owners need to connect themselves and their offerings to their target markets, revealing the similarities and interconnections that allow ideal clients to care about what is being offered and invest in working with the business owner.

This is done in a variety of ways:
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Top Six Reasons Solo-Entrepreneurs Should Blog for Business

top reasons to blog O.K. O.K. By now you should know I’m really big on blogs. And maybe you even know the reason why. But just in case you’re not privy to that intel, I’m going to lay it all out on the virtual table for you. Here are the top six reasons why I believe all authors, speakers, coaches and solo-entrepreneurs should have a blog.

1. Build Your Brand as an Expert
A blog gives you the opportunity to position yourself as a thought leader. It lets you showcase your knowledge, your expertise thus demonstrating your authority on your topic. In addition, it gives your brand a personality. Your readers will get to know you through your posts. What you write about in your blog becomes a window into your business’ soul … and fosters the “know, like and trust” factor needed to build loyal customers and clients.

2. Build Customer/Client Relationships
As I just mentioned, blogs are a great way to let your target audience members get to know you. And they can be used to get to know your target audience better, as well. The commenting feature allows for feedback on your posts, and you can respond to those comments, joining in on the conversation. Remember, your blog readers are most likely to be your best clients and customers and a blog keeps the lines of communication open in both directions. This openness, in turn, fosters loyalty which can lead to more referrals.

Here’s a tip: Once in awhile, feature a post about one of your best customers. This will solidify their relationship with you. It will also create a desire in your readers to become one of those featured, which leads to a more loyal fan base.
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