When you’re working on putting together your marketing materials, think about the concept of capturing your market. Be realistic. If your market is huge, with many competitors, you’re unlikely to capture the whole market. Even if you could, you’d be unable to service it professionally, and you’d have no quality of life. Instead, when you think of capturing your market, think of winning as clients that specific niche you choose to carve out of the larger market. What subset do you want to capture? Here are some ideas you might consider in that pursuit.
1. Know your target market.
You can’t win a market if you don’t know them, or aren’t able to describe them in detail. The importance of this cannot be over emphasized. Choose and delineate a target market you know well. Of course, it is powerful if you’ve even experienced and overcome those same problems as your target market.
When you have that intimate knowledge, understanding, empathy for and psychological comprehension of your market you’ve got a great foundation for the successful campaign to capture your market. If you don’t know the market, your first job is to get that knowledge and understanding. Basing your whole campaign on a shallowly developed target market is a prescription for failure. Do the work.
2. Be absolutely clear about the problems you solve.
They must be problems that your target market needs solved. Even better are problems that are “crying needs” – problems that your target market intensely needs to solve. Your intended market must know that they have this problem, know they need a solution, and have a driving need to solve it. The more intense the need, the easier it is to capture your market.
3. The problem you solve must be one you are especially suited to solve.
You have unique preparation, training, experience, or skills – preferably a combination of all three. When a prospect reads your background,,you want them to immediately respond “Of course, this person can solve the problem.” Aim to capture a market who will easily understand and realize your expertise with their problems.
4. The benefit you can provide your clients must be ones they long for.
Your market is looking for the solution you are uniquely qualified to deliver. Your benefits describe the conditions and circumstances that your target market actually wishes to experience. Of course, you must absolutely be able to deliver as promised, and do so in a timely fashion. Prospects want their lives transformed, and want it NOW. Providing that transformation in the form of benefits is key to capturing your market.
5. Figure out a “loss leader” – a reasonably priced and enticing way that prospects can experience your services in person.
Come up with some sort of introductory-type offering that is extremely desirable and sorely needed by your target market. Give them a “taste” of how you work. Make sure they get results. Provide them an experience that makes them want more from you.
As you work on your marketing materials, keep your focus on the idea of capturing your market. These ideas should help you with your objective.
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.