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Why Your Marketing Message Needs a Clearly Defined Target Market
The most crucial step in creating an effective marketing message is clearly identifying your target market. Your message needs to speak directly to their needs and explain how your specialty service package's meets these needs.
How it does this is the single biggest factor that determines the success or failure of your marketing. So, if your marketing isn't working, it could be because you haven't yet defined your target market clearly enough.
A target market is a set of individuals who share common characteristics. A person in this group is the ideal end user for one or more of the specialty service package's you offer. In other words, this is the group of people who can best use what you're offering. It's important to define who this group is so you can craft your message just for them.
Give Your Message – Focus!
The right targeting gives your message focus. You simply can't be all things to all people and if you try to be everything for everyone, you'll end up appealing to no one!
Casting your net too wide will bring in prospects who won't eventually buy. You will waste time and effort nurturing these leads with no result. Targeting tightens up your message so that from the very beginning, you're only spending time on people who will actually benefit from using one or more of your specialty service package's.
Specificity – They're Speaking to ME!
Your prospective buyer is looking for a message that resonates. They're skimming their social media news feed distractedly and ignoring most of what they see there. How do you make your content stand out?
Through targeting a specific set of people and studying them, you deeply understand the interests of the people you want to reach. You can figure out how to create a compelling message that grabs their attention and draws them in. Targeting helps you set yourself apart from the hundreds of other messages they receive every day.
Addressing - Pain Points!
The most important thing to know about your target market is their pain points. You have to understand what problems they face so that you can show them your unique, specialty service package is their solution. Targeting ‘pain points' helps you clearly understand what this pain is and how you can address it.
Targeting is ‘Essential Marketing Research'
Before you invest a great deal of time and energy into a marketing campaign, you need to make sure there actually is a market for your specialty service package's. The research that goes into building a customer profile helps to clarify that this market exists and how much opportunity there is.
Refining Your Target Market
Through this research you should refine your target market. You may start out with a general idea only to discover that there is an under served segment of the market you can target. You can then adjust your marketing for a smaller segment of the population where you can get more results with less effort.
Your First Step: An ‘Ideal Customer Category Profile'
How do you successfully target your market? It starts with creating a customer profile. This profile contains demographic data and information on their values, tastes, needs, and pain points. It describes all of this in terms of one single individual who most needs your specialty service package's. This is the first step of any successful marketing campaign.
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SPECIAL ANNOUNCEMENT!
PEMBERTONS FABRIC PRO HANDS ON UPHOLSTERY CLEANING WORKSHOP IS BACK!!
Jim Pemberton has spent the past two years updating the class with new techniques and marketing concepts that will take your Fine Fabric cleaning skills to an even higher level.
Along with learning the skills needed to test, identify, inspect and properly clean the most troublesome upholstery fabrics, you'll learn:
- A new very low moisture technique that will eliminate messy foaming shampoo systems and leave fabrics nearly residue free….without the need of rinsing!
- Time saving techniques that will reduce fatigue and increase profits!
- A cleaning system developed especially for the caring and concerned pet owner.
- An odor removal system for the #1 pet related odor (and it isn't urine!)
- An introduction into virtually untapped referral sources for your fine fabric cleaning services
Fabric Pro Alumni who wish to come again to learn this new information can come to our classes at our McKeesport facility at a special reduced rate.
Click here for more details!
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