Who Are You to Your Prospective Clients? The Answer May Be More Complex Than You Think.Monday, September 28th, 2009
What do you represent to your clients? The answer has been sitting right under your nose, but perhaps you have been too busy trying to sell to actually see it or think about it. For many business owners who haven’t been seeing the results they desire, they have not truly discovered how their clients and prospective clients perceive them.
For example, if you own a travel company that specializes in family vacations, you may think that your clients view you as simply a family vacation provider. Au contraire.
When people are looking for a family vacation, they don’t view a travel company as simply a vacation provider. They view the travel company as a facilitator. In the clients’ mind, a travel company has the ability to provide their family with a time and place to spend quality time together, on a safe and fun vacation, as well as a great price for their trip. See the difference?
Your target audience isn’t coming to you because you provide family vacations—they’re coming to you because they believe you will fulfill their family bonding needs, provide them with a happy and stress-free experience, and meet their vacation standards and criteria. The more specific you are with what you are actually providing for your clients, the easier it will be to connect with them.
Here’s a challenge for you:
1. Analyze your website copy, social media site profiles, past press releases, blog posts, and print marketing materials. Are you speaking to the needs and desires of your target audience? Are you reaching deep down into what you are truly providing them? Remember that you may perceive yourself as a travel company, but that’s not necessarily how you want your prospective clients to see your company—if this is how you’re projecting your company to your target audience, you may find you have no clients.
2. If it appears you’re simply trying to make the sale and not hitting your target market’s sweet spot with your marketing materials, you may be spending tons of precious time with no results—running yourself into the ground.
3. Step back, take a deep breath, and start brainstorming. What exactly do you provide to your audience? How do you satisfy their needs?
4. Now, the trick is to touch your prospective clients with the right marketing strategies and materials. Once you’ve hit the sweet spot, you’ll start to attract more clients, build online exposure, and have a clear brand message that speaks volumes to prospective clients.
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