And how to find those that are
"Everyone is not your customer" is one of those gems of obvious wisdom that Seth Godin spoke.
(Seth Godin for those that haven't come across him is one of those entrepreneur types who's done very well for himself, and is great at marketing. He's done a few TED talks that are worth looking at.
And as he rightly pointed out. EVERYONE is not your client.
The old way of marketing
Do you remember door-to-door salesmen? Literally knocking on every door in the street to try and find someone who'd buy their products.
And then came the internet. Suddenly knocking on every door was unnecessary.
With the boom in information and access to information even the thought of selling our services to everyone is mind bogglingly huge.
So we start to target who we sell to.
Meredith Hill (someone else with awesome quotes) said:
"If you speak to everyone you end up speaking to no one".
And I'll chime in with my own ...
"Knowing exactly who it is you’re talking to is really important to help your business thrive"
Targeting your efforts at promoting your business to those who need your services or products means your business will thrive with you spending less time, effort and money on the background stuff.
We need to find the people who
So rather than talking to EVERYONE. We need to talk to these people.
Think about it. If you say "I can be all things to all people" it's a much more dilute message that "I can be this to people who need this".
Example. You're a dietitian. You say "I love working with people with diabetes, need to lose weight, IBS, allergies, food intolerances, PCOS and hormone issues." That's being all things to all people. You, somehow, have to make your content relevant to all these groups.
Try instead saying something like "If you have Type 2 diabetes, PCOS or hormone issues I can help you by ..." Those conditions can often be tied together, and so you can target someone with those conditions and speak directly to their issues, problems and concerns.
A much stronger message.
Get to know your ideal client
Who you're selling your products and services to, in marketing speak, is called your "ideal client".
Getting to know them really, really, really well will help you talk directly to them. In words and phrases they understand and relate to.
So you can stop speaking to everyone and start speaking to those that matter - those that will benefit from your services and products.
Finding your voice: writing so your client can't help but listen
Finding Your Voice is a 3 part online, learn anytime, lifetime access course. The purpose of the course is to help you identify who your ideal client(s) is (are). Which means you can write the words your client can’t help but listen to.
The workbooks are adapted from the ground work I do with my ‘write for me’ clients. In the videos I walk you through how to complete the workbooks to their maximum potential. The workbook questions guide you through exploring all the intimate details of your ideal client.
You’ll have a unique profile of
•Exactly who your ideal client is
•The words they use to communicate
•The tone of voice to use that matches the relationship you want to have with them
•And where they hang out so you can connect with them