Every business encounters periods where it’s time to think about upgrading the target market. This can be the result of a gradual or sudden disaffection for the types of clients or client situations you’ve been working with. Perhaps you’ve become bored or are no longer challenged with the target market you’ve worked with. Maybe you want increased revenue and that’s not realistic with your current market.
You may have had some experiences with a new type of client that have left you inspired and invigorated. You’re thinking you’d like to have more clients like those. How do you take those experiences and upgrade your target market? Start working on marketing writing that reflects your upgraded market, and write case studies about their successes. Here’s how to do that.
1. Start with describing the specific characteristics of those new clients.
What are their attitudes and behaviors that set them apart from your typical previous clients? How do they talk about the problems you work to solve for them? Think about the differences you’ve observed in working with them. Do they have bigger budgets? Are they more strategic? Are they more success-oriented? Can you count on them to keep their commitments and to stay focused? Are they more respectful of the work you do? Can you count on their follow through?
2. Take the time to go into depth about these differences.
Drawing these distinctions in your marketing writing is a very effective way to upgrade your target market. The greater clarity you have on these facts, the better your writing will be at attracting more of these types of clients. As you meticulously describe your “who we work with” information in terms of your new target market, you’ll find that this becomes very real to you, and you will begin to attract more of these are types of new clients.
3. Now that you have some definite characteristics, start to work on case studies.
Which are the best clients who reflect your new target market that you could use as a case study? You might go through your testimonials file and see who you’ve forgotten about (you do keep a testimonial file, don’t you? Start with new case studies about your best new clients and their profound results. Write your case studies up in a format that has three sections:
* “This was the client situation when we started.”
* “This is what we did together.”
* “This is the result they got.”
4. Be sure your case studies are chosen to reflect those new clients you wish to attract.
As you develop case studies of these new clients, start to phase any case studies that reflect the types of clients you are now phasing out. The power of marketing writing is to illustrate your effectiveness by demonstrating how successful your clients have been.
5. Explore how you could find “target-rich” groups of this new target market.
As you start to make the changeover to your new target market, you might think about ways you could rapidly increase your population of this new target market client. Armed with your in-depth description of this new type of client, do in-person research through networking. Your objective is to discover “target rich” settings.
6. You might offer some discount to selected prospects if they agree to become a case study.
This does two things. It helps you become more astute at identifying those who will have the most profound results from working with you. It will also telegraph a great deal of confidence in your skills to the prospect as well as being both flattering and win/win – speaking volumes about your integrity.
7. Add the new case studies to existing ones.
Let’s assume that you had at least two good case studies from the clients who inspired your upgraded market. It should not be too difficult to add two or three more in this way. Once you have a full portfolio of case studies representing the target market you want to attract, you should be well on your way to attracting your new target market regularly.
It’s important to recognize when it’s time to upgrade our target market. Marketing writing is the fuel to use to actualize that new market. Use it!
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.