Why are business owners gun shy about selecting a target market?
You can’t appeal to everyone. Then why do business owners drive themselves crazy trying to work with clients they just don’t connect with? When you identify people or businesses that you just love to work with, you enjoy your work more and you can focus on providing greater value. But I realize going through this exercise is painful because you still believe that doing so will limit your ability to grow your business and you will “leave money on the table”.
Every business owner goes through this thought process (including me when I started my business) until we realize that identifying your ideal client enables us to:
1. Attract the audience you truly wish to work with (and know when to turn away the client from hell!).
2. Develop messages that speak clearly to that specific audience.
3. Make choices that help you better market your products or services when faced with limited marketing resources.
How the Law of Attraction applies to marketing
The Law of Attraction is the belief that you attract into your life what you think about. Your dominant thoughts will find a way to become reality. Using the Law of Attraction in your marketing efforts makes you a magnet for those you want to work with and likewise who find value in working with you.
But something else happens when you focus your thoughts and efforts on attracting your ideal client — you begin to attract others that are outside of that target because they like what they hear and want to be part of your success.
Knowing your market intimately results in:
1. Clearer messages
2. More valuable offerings
3. More effective marketing
4. More prospects coming to you, even those you may not consider within your target market
You may choose not to work with a particular market because you don’t have the experience or knowledge of their market. That’s a perfectly valid business choice. Those are decisions you can make as the opportunities arise.
Knowing your ideal client helps you focus and be explicit about what makes you attractive to that market. Don’t view this as a restriction but as a liberating exercise that will ensure you develop raving fans for your business.
Have you identified who you want to work with and keep them in the forefront of your thoughts? What’s holding you back if you have not?
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