Pyschographics, Beyond the Numbers
I spend a lot of my time, talking to small business owners about their target customers. We talk about age, income, gender, marital status, and where they live. But customers are three dimensional beings. Beyond the numbers which define the demographic segments there is a psychological element as well. This psychological component includes interests, problems, values, philosophy and motivations. For example: Interests - What do your potential clients think about? Where do they spend their time? How do they react to things? What’s important to them? What fascinates or intrigues...
read moreMore than a Few Words Episode #34 Deer, Moose and Elephants
Continuing a theme I introduced a few weeks ago, today’s podcast looks at the Deer, Moose and Elephants in your business. These are your acceptable, typical and ideal clients Directing your marketing at customers who are just outside your comfort zone will allow you to continue to grow you business. Listen to how we are planning our elephant...
read moreThe Audience Matters
I’m still the new kid at Roundpeg. So while Jay and Taylor know most of Lorraine’s stories by heart, it’s all new to me. So as I was watching Lorraine’s new video, I was expecting the moral to be something very different from “stop and listen to the music.” While that’s a great message, I took away a more business-focused moral: even if you have the best product in the world, if you’re selling it in the wrong place no one’s going to buy it. Watching the immensely talented Joshua Bell passed by again and again by subway commuters is...
read moreIs Your Website Talking to the Right People?
Yesterday, I wrote a blog post about the questions you should answer for yourself as you create a new website for your small business. Interestingly, Chris Brogan published a post the same day, with his own list of questions. In his list, Chris focused exclusively on the questions your target customer should ask about your site. Who do you want me to be? How will I know that I belong? What do you want to show/tell me? What do you want me to do? How will we keep this relationship going? How shall I talk of you to my friends? He suggests the answers to these questions guide your...
read moreEpisode 21 – Finding Your Ideal Customer
With Matt Nettleton This blog has been very focused on business planning for the last two weeks. I think it is time to change it up just a little. Today I want to share an interview with sales professional Matt Nettleton. I am an active participant in a Sales Training Class with Matt Nettleton of Trustpointe. I love his direct, no nonsense appraoch to building my business. One of the things we have focused attention on lately is the difference between my average customer and my ideal customer. The average customer, are the clients I attract now. But the ideal, are the clients I want to do...
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