Who is Your Customer?
Is everyone a customer for your business? No, there will not be a pearl in every oyster. Even if your product or service can be used by almost everyone, not everyone will buy from you. Your job is to find out who your customers are and to target that market.
Who has an intense need or desire for your product?
If your product fills a need or satisfies a desire, then there is a market for it. The intensity of the emotion is what is important. This group appreciates the benefits of the product and they are determined that they need it in their lives. It takes less persuasion to convince them so repeated contacts are unnecessary. Be the first one in line and this group will buy from you, instead of looking elsewhere.
Who has the money to buy from you?
Many people are struggling to make ends meet and just can't stretch the budget any farther. Even if you do make a sale to someone who really can't afford to buy, you will not get repeat business. It takes much less effort to keep your customers than to find new ones, so focus on the group that has enough disposable income to buy from you again.
How will you reach this group?
There might be all the customers in the world but it will do you no good unless you can reach them. Advertising can be very expensive, so only very targeted advertising is worth the money. What magazines do your customers read? Most magazines have very detailed demographics about their readers. They know how old their readers are, how much money they make, where they live (urban or rural), and many more things. The editor needs to know this in order to provide the content that will interest the subscribers. Write to a few magazines and ask for a media kit. The demographic information will be part of the package.
Is the market large enough?
If only a handful of people are going to be interested in your product you won't produce the
sales volume you desire. What are the benefits your product offers? Are you overlooking some of the benefits that might appeal to a larger group? Humans have the same, basic desires. We want more money, prestige, good health, and love. Try to describe your product so that it fulfills more than one need. For instance, if your product or service will provide an extra income, will it also provide good health or prestige? Finding more benefits that you can attribute to your product will broaden your market.
Now that you have determined who your customers are, it's time to create sales materials that will convey your message. Show your target market how your product will fulfill their desires. Soon, you will be enjoying the profits from a successful business.
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