‘Get more customers’ is not a marketing strategy.
‘Get more customers; located in area A, who have hobbies B, have issues C, who also shop with retailer D, are willing to spend budget E, need help solving problem F, during this time period G,’ is.
You need to make understanding who your customers are, and who they’re not, a priority.
You don’t have to get all Shoreditch advertising agency, giving personas and names to your ideal client; but you should know as much as possible about the person you are trying to reach. They are the person you are creating your products and services for.
On the flipside, you should also spend some time getting specific about who those products and services are NOT for.
It’s incredibly tempting when you’re a sole trader or small business to think about the short term and be the business who services everyone.
But give into that short term approach and you’ll end up being a business that stands for nothing much at all.
None of your potential clients will ‘get’ you, and they certainly won’t see the value in what you provide. You won’t stand out to them and you’ll become an interchangeable business who tends to attract more casual passers-by, and competes on luck & price point.
Don’t try and please the masses. Do try to REALLY please your core customers. The ones who matter to the long-term success of your business.
If you could use help understanding your core audience, and crafting marketing that impacts them, get in touch. A good coffee and straight forward chat is the perfect starting place.
Jill
jill@jillwillis.co.uk
