Who Are You Marketing To?
Do You Know? Clearly, Definitively, Specifically?
Like... REALLY specifically?
Below are 3 Brief Exercises to focus in.
When we develop business websites, a more in-depth study of the below is one of our starting points.
Before we even CONSIDER what design, copy, and navigation will be most effective we want to know who will be engaging with the website, what they are looking for, and how our client is their specific solution.
GRAB A SHEET OF PAPER & PEN
Then jot down your answers to the below.
1. WHO IS YOUR PRODUCT FOR?
Like, really, who ARE they?
Is your product for men, women, both?
What is their age range?
Where do they live? Locally? Regionally? Anywhere?
What do they do, in relation to what you sell?
Own a business? Run a department? Starting a business? Always learning about xyz? Fashion obsessed? Mom it up? Daily coffee? Moving? What, what, what?
2. WHAT IS YOUR CUSTOMER / CLIENT'S PROBLEM?
Why do they end up on your site, in your store, googling your service?
What do they need?
Why do they need it?
Why should they buy from you?
3. WHAT IS YOUR PRODUCT / OFFERING?
What do you sell?
Can you communicate it in 5 words or less?
If you have trouble with this step, you may need to narrow your product focus. If you can't explain your offering easily, you may need to narrow your product offering. If your answer is quite different, for different clients or customers, you may need to narrow your product focus. It's challenging to market unclear product. It's challenge to market different things to different types of customers - you are watering down your reach and communication efficacy!
This is basic but the foundation of how you will market.
Are you speaking to the audience you identified? Are you clearly communicating how you solve their problem?
If not, change it up. Change it up as your business and clientele evolves. Change it up as you advance and modify your product! Go get 'em.
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