In our last marketing secret post we talked about the need to divide up your universe of potential clients into smaller sub-markets. Once you do that the next questions should be: “Who are these people and what are they like?”
You want to create a picture of the typical customer in each sub-market.
- How old are they? - Do they have kids? - What types of hobbies do they enjoy? - What pressures do they face in their job? - What type of personality do they have? - How do they make decisions?
The list could continue on, but you get the idea. You want to create a narrative that paints a picture of your prospective clients. I even go so far as to name my “prototype” clients.
Then when I’m creating a sales letter, or writing website copy I can write it to “Bob” instead of some generic category of client. The marketing copy is written in a conversational tone, like a personal letter to “Bob” and therefore connects with our target clients better than the bland corporate speak used in most marketing.
Spend some time and get to know your prospects…and create a “prototype” description for each sub-market you’re after.
Stay tuned for next week’s installment of Black Belt Marketing Secrets! Tell me how you get to know your customers...leave a comment below.