In my work with women, a frequent question is, “How important is it for me to finely niche my marketing message?” My answer is always, “Extremely important.” The reason is 3-fold:
- You save more time because you know exactly who you’re looking for.
- You save more money because you spend your marketing budget wisely.
- When you provide a great service, you’ll get highly qualified referrals from your satisfied clients to people they know who have the same problem.
Here’s a quick case study to illustrate how effective this is:
Recently, I attended a surprise 50th birthday party for a good friend from college. I had a fantastic time reconnecting with old friends and discovering new ones as well. One of the biggest Aha’s for me during the weekend festivities was the realization that most of my time is spent with entrepreneurs—people who have made the jump to self-employment and choosing to do it their way. Many of the people I spent time with at this weekend event were employed by someone else. The topic of conversation was quite different for me yet it was illuminating to learn and see life from their perspective.
One question that I hear frequently from the women I support is “How do I find and attract more new clients?” After all, new clients are necessary for your business to survive and thrive. The good news is, “new” clients are closer than you think. What do I mean? Have you ever heard the old phrase, “a bird in the hand is worth two in the bush?”
My 10 year-old son is studying health and nutrition at school and he’s very excited about it. He came home yesterday and asked me to sit down with him so he could explain everything he’s learning. He shared the 4 basic food groups that our family should be eating (vegetables, fruit, meat and grains) as well as some suggestions on what I might prepare for dinner so that our family becomes “balanced.” Last night after he went to bed, I was reflecting on our conversation and thinking about how Smart Women need 4 basic marketing solutions in order to realize their entrepreneurial goals.
while vacationing with my family in Park City, I injured my low back ice-skating with my daughter Jenna. It was quite painful and required me to lay low for a couple of days. I watched a few movies, did some reading and caught up on emails. Some of the email promotions really “pulled me in” and got my full attention, while I found others far less interesting, causing me to leave the promotion quickly. What was the difference? What caused me to “linger” or “leave”? This got me thinking about how Smart Women have a clear marketing message.
was sitting in the bleachers at our local park watching my children play little league baseball when I heard the weekly mantra from their coach as each child took their position at bat:
are all having the same challenge—the race against time or “time management.” Whether you are an attorney, a fitness professional or a business coach, time is the like the elusive lover—you can never get enough! Here are a few comments I heard over the last few days:
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in our neighborhood and it was exciting. I enjoyed watching Jack and Jenna’s faces light up when they saw a friend from school or someone dressed as their favorite character. One observation from the evening that intrigued me was watching which houses the children gravitated to most often. The houses that were adorned with lights, decorations and an irresistible “come visit me” feeling were the ones the children ran to first. They would actually skip over homes that had little or no “invitation.” They would stand in long lines at homes that had that welcome feeling, waiting for one piece of candy rather than use that time to visit two or three homes that had less of a welcome presence. This got me thinking about how Smart Women entrepreneurs could learn a lot from Halloween when it comes to attracting their ideal client.
women I support is “How do I find and attract more new clients?” After all, new clients are necessary for your business to survive and thrive. The good news is, “new” clients are closer than you think. What do I mean? Have you ever heard the old phrase, “a bird in the hand is worth two in the bush?”
Do you know what WIIFM stands for? Sure you do! You ask yourself this question every time you think about making an investment or purchase—“What’s In It For Me?” Am I right? We purchase everything based on the “benefits” that we will receive when we use the service or product.
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