Hey gal, do you know what you really need to know to market your business effectively? If you’re like most women in business, you started your business because you are in love with an idea or a product, and are firmly convinced that everybody else in the world will be just as enamored of the product or service as you are. After all, most of us believe that we are savvy buyers, and if we like something, then we believe that every other rational person in the world would like it, too.Not so fast, Oprah. That’s not how it works.Women entrepreneurs do have some natural advantages in business. Very often, we are excellent at the soft skills such as communication, connection, empathy, and persuasion. Those skills (and not blonde hair and a big rack) are why many women are so successful in sales positions. But those skills often aren’t enough make a business work in the long term (or even to get it off the ground).As a marketing coach, I’ve worked with hundreds of women entrepreneurs, and I see the same mistakes being made over and over again by smart capable women who were very successful while working in the corporate world.
While this may come as a shock to some of you gals, there is no product, service, or idea that has ever been developed for sale that appeals to everybody.Not everybody wants to be thinner, richer, smarter, blonder, sexier, taller, better hydrated, fresher-smelling, chemically enhanced, or more physically fit than they already are. Not everybody wants a six-step all-natural skin-care regimen, a five-piece poly-cotton wardrobe that can be packed in your handbag for those spontaneous weekend trips to Hawaii, or kicky funky costume jewelry ensembles to match every mood and outfit. And not everybody wants to take advantage of once-in-a-lifetime-ground-floor opportunities, make money from their down-lines, or cash in on the latest investment trends.
The question we need to ask ourselves is this: Who really wants what you’ve got, and who is ready, willing and able to pay for it? And finally, who will be thrilled with it?Once we can identify who is most likely to buy from us, and who is seeking our solution to a specific problem, then all we have to do is let that person know that we exist. This is much easier, much cheaper, and much faster than trying to sell ourselves to someone who just plain isn’t already ready or willing to buy what we’re selling.
And while that may be bad news for some network marketers, in terms of marketing your product or services, that’s actually pretty good news! Because marketing to everybody is time-consuming and expensive, and I have yet to meet an entrepreneur who is willing to spend much more than 10% (if that) of their annual revenues on marketing.Of all the many reasons to focus on a specific target market as your ideal client, the one I like best is that really happy clients become your unpaid marketing department. Seriously, though, by focusing on a certain type of problem/solution for a specific type of client, you enhance your problem-solving skills and get really familiar with that category of issues (and therefore more valuable in the eyes of that client).
Once you are crystal clear about who your clients really are, the key elements of your marketing plan such as your niche, “elevator speech” or self-introduction, and the tactics you need to use to reach your clients, become so much easier to identify, which in turn helps you determine what you need to do to market yourself effectively. And of course, marketing to a smaller pool of prospects is easier, quicker, and less expensive than marketing to a huge pool. So unless you have an unlimited marketing budget and nothing but time, money, and energy to spend, my advice as your marketing coach is that you focus on the easiest, quickest, and least expensive sale – your ideal client. That, my friend, is how you leverage all your natural assets, and make a spectacular success of your business.
About the authorVeronika (Ronnie) Noize, the Marketing Coach, is the author of “How to Create a Killer Elevator Speech” and “How to Double Your Business in 30 Minutes a Day.” A dynamic speaker and unconditionally supportive coach, Ronnie helps small businesses attract more clients. Ronnie’s web site is a comprehensive resource with free articles and valuable marketing tools for small office/home office business professionals. Visit her web site at www.VeronikaNoize.com, or call her at 360-882-1298.What Women Really Need to Know to Market a Business © Veronika Noize 2005. Allrights reserved.