When it comes doing marketing writing about target markets, it’s best to check our tendencies about wishful thinking. It’s easy to imagine all sorts of things about our target market – simply because we wish it were so. However, to put your marketing materials together based on wishful thinking is a deadly mistake. Let’s look at some areas where wishful thinking about our market can cost our business dearly.
1. We wish that clients would buy what we want them to have rather than what they are looking to buy.
It’s easy to put together a service offering that WE want and to believe that others should want it also. If no one is buying, it’s probably not what your target market wants. Often this is because you haven’t done enough market research, your service offering has become outdated, or you’re completely out of touch with your target market. The market will tell you what is wanted. If no one is buying, either your target or your service offering needs to be revised.
2. We wish that prospects would want to buy our services, when we don’t have adequate expertise in working with them.
It’s easy to set a lofty goal when we come up with a target market, but remember that high level markets also demand and require high level qualifications. If you don’t have the expertise, you need to create an action plan to get the needed training and experience. Look at ways to work in the industry as the fastest way to beef up your qualifications.
In the meantime, look at a target market where your qualifications already make you an expert. Of course, the best target market choice is one that would create a natural path towards working with that ultimate target market, while also increasing your qualifications.
3. We wish that potential clients would believe our promises, when we have doubts about our ability to deliver.
It is wishful thinking to choose a target market to work with where you yourself feel that it is a “stretch” to imagine their wanting to work with you. If you feel insecure about your ability to satisfy their needs, revisit your target market choice.
It’s great to aim high, but be sure that you aren’t setting yourself up to fail by aiming too high. If you aim for a target market where you don’t feel you are a credible candidate as a service provider, you won’t be able to convince prospects either. It’s better to choose a target market where you have obvious expertise and confidence in your abilities. While you are working with the market where you are an expert, you can also be working on strategies to gain the needed expertise to target your desired market.
4. We wish that people would buy from us, without telling them what they need to know to buy.
There’s an odd kind of denial that takes place when business owners sell their services. When they’re the ones buying, they need to fulfill healthy appetites for full and complete information. Yet, when they are the ones selling, they want to skimp or “cut corners” on information. They imagine that their potential clients will do all the work of figuring out all the needed information. This is a major disconnect. You must give your target market all the information you have about your business. Make sure that your marketing writing provides all the information you would need if you were to purchase from yourself.
5. We wish that our marketing writing would bring us clients when we are unwilling to create professional materials.
We imagine that prospective clients will choose to become clients when we have not taken the time to produce professional quality marketing writing and business materials. For some reason, we imagine that they will consider all our competitors, and yet choose to work with us when we have not represented our business adequately. That’s illogical. Put together the best marketing writing and business materials that you can possibly afford. It is what your target market will see as a representation of you and your work.
When you’re thinking about your target market and how to address it in your marketing writing, stay aware of those ways that you’re involved in wishful thinking rather than being realistic. If you give your target market what you would need if you were the one buying, you’ll have much more successful results.
Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.