Your Customers Have a Story Too

Your Customers Have a Story Too

Whether you know how to define it or not, your business has a target audience; but if you're thinking of this audience simply in terms of their age, gender and location, you're putting your business at serious risk of losing sales. Without an in-depth understanding of your target audience, your marketing will lack focus and you'll be spending your time searching for customers instead of building relationships with people who value what you do. To avoid this situation, you need to know more than statistics about your customers -- you need to know who they are as people. So how do you move beyond what you think you know about your audience?

The Facts
Customer Profiles contain the typical target audience information, but it's critical that you get them right; otherwise, you won't be able to expand on them (more on that in a minute). They tell you how old your customers typically are, their gender, their average income, the types of jobs they have, whether they live in the city or the suburbs or rural areas, whether they're married or single, and what they want from your industry. In short, Customer Profiles give you all the important life/work-related facts about your target audience. Here's an example:   ..

Who's Your Most Important Audience?

Who's Your Most Important Audience?

The point of marketing is to get people to know about your brand and then engage with it. First you have to be discovered and this is where your blog and social media efforts can really shine. Their job is to increase your brand’s visibility with your target audience and direct them back to your website. The next step is get them to subscribe your email list. This is often the first way they will engage with your brand. But then what? Too often business owners don’t know what to do next.  ..

Build a Better Marketing Budget

Build a Better Marketing Budget

It's one of the most asked questions among business owners: how much should I spend on marketing? The answer can change based on an endless list of variables: your industry, your business goals, your target audience, the current economy and more. Marketers have tried to come up with general budget ranges, but these don't really help you in the long-term.  ..

Taking Charge of Your Day

Taking Charge of Your Day

Last week, Jennifer wrote about the difference between vision and goals: goals are the steps along the way to realizing the vision for your business. The problem is that it's so easy to get caught up in where you want to be that you can forget the steps that are necessary to get you to that point. Break your vision down in to smaller goals and then plan your days so you work on them consistently. ..

Goals Don't Equal Vision

Goals Don't Equal Vision

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Are You Telling Your Story?

Are You Telling Your Story?

Stories have been told since the beginning of time. We tell stories to teach. We tell stories to share our ideas. Most of our conversations are telling the stories of our lives. We encounter the past and imagine the future through stories. It's what connects all of us. ..

How Discounts Kill Your Brand

How Discounts Kill Your Brand

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Consistency vs. Sameness

Consistency vs. Sameness

Your brand isn't your logo or your marketing, it's how others see you. It may seem like a simple idea, but there's a lot that goes into it. Your mission, values, goals, marketing, and even how you run your business, all play a role in how your brand is perceived; so they all have to work together and support each other. Because of this, a lot of people try to make all their marketing materials look exactly the same. But don't confuse consistency with sameness. ..

What if They Miss It?

What if They Miss It?

As a business owner, it's probably one of your worst fears: that your audience will miss the one point in your marketing that would've sold them on what you're offering. A lot of people think the way to solve this problem is to put all your important information on every web page, ad or email you produce. Unfortunately, this only makes matters worse: when you're saying everything at once, all anyone can hear is static. ..

Beating Writer's Block

Beating Writer's Block

Have you ever had that moment when everything was perfect for writing? You were in the perfect mood, the stars were aligned and you just knew you were going to write something epic. So you sat down, picked up your pen, and then…nothing. No matter how hard you tried none of the words in your head would come out. Your writing time ticked away, other responsibilities required your attention, and you left that piece of paper just as it was when you sat down: empty. We’ve all experienced the frustration of trying to fill a blank page but there’s actually an endless list of topics waiting for you; you just have to know how to listen for them. ..