Once you have identified what services you want to provide, you then need to look at the type of clients you want to work with. To begin with, look at the different people you have worked with in past jobs, look at people in your life you respect and identify the characteristics that these people have in common. This will then form your target market for marketing purposes.
For example, I specialise in working with Entrepreneurs, Business Coaches and home based businesses. Why did I choose this target market? Because these are the people that I have experience with and have enjoyed working for in my corporate roles.
Some people may think that reducing the numbers of people you can market to will reduce the results. This is just not true. To be honest, defining your target market will make marketing a lot easier as you will only be marketing to a select number of people – a lot easier and cheaper than trying to market to everyone! This is called a niche and the idea is for you to become an expert for your chosen niche industry.
You also need to look at your unique selling point (USP) – what makes you different from your competitors? Why should clients work with you? By identifying your niche market and USP now, you can tailor your marketing materials to attract the right type of clients that you want to work with.
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