If You Do No Other Preparation

Far too often we see small businesses rush into doing things without planning and preparing. Unfortunately, marketing is a great case in point. Many small businesses set up shop and then hurry to get a brochure made up, develop a web site, and get out and start networking without much planning or preparation. And then they wonder why their results are so poor.

Maybe it's for lack of knowing where to start. I'm not sure. But, if you do nothing else from a preparation standpoint for your marketing, I suggest you spend some time thinking about your best clients. Your best clients aren't simply the ones who pay the most money, but also the ones you enjoy working with the most. Spend some time to create a profile.

1. Define Your Target. How do you describe your target market in terms of demographics and psychographics? Demographics are the basic facts like the kind of industry they're in, size of company, revenues, geographic location, etc. If your target is individuals, then it means income levels, age, gender, education, etc. Psychographics deal more with things like the style, philosophy, and characteristics of your targets.

2. What's The Problem? What are the problems, issues, challenges, or predicaments you're trying to help your target customers and prospects with? Every product or service is designed to address some sort of issue or challenge for your client. What is your target market dealing with and what's the potential impact of not being able to address those problems?

3. What Do They Get From Working With You? What are the solutions you provide? What benefits do you offer? What results do you produce? Note that this isn't "what you do" or a list of services you provide, but what your clients actually get from you.

4. What's It Like Working With Them? What is it about working with your best clients that makes them your best clients? What is the relationship like? How do things work? What is it that you're able to uniquely do for them that makes it a great working relationship?

You'll be amazed at what it can mean for your business when you spend some time preparing a profile of who your best clients (and potential clients) are. If you know exactly who your potential clients are, then you can more effectively focus on them in your marketing efforts. But just as importantly, by clearly identifying who you work with, your potential clients will be able to identify themselves (and reveal themselves to you). Now that you've defined your best clients, do your current marketing efforts really reach these folks and others like them?

(c) - Kevin Dervin, KPD Marketing

About the Author:

Kevin Dervin is focused on helping small businesses that are ready to grow, but struggle with how to consistently attract more clients. Visit http://www.proven-small-business-mar keting-solutions.com for more great marketing information you can put to use in growing your business today.

Find Kevin's Kansas City based KPD Marketing practice at http://www.ABCDgrowth.com and subscribe to his free ezine called ABCD Grow.

---

Lack Of Business Isnt Always The Problem

When you're just starting out in business, it's a safe... Read More

Marketing Strategies: What Choices Do You Have?

Most business people want to see improvements in sales and... Read More

High Response Marketing With Low-Cost Postcards

Postcards can drive a huge amount of traffic to your... Read More

Turbocharge New Sales with a Marketing Database

What is the most valuable asset your company owns? Inventory?... Read More

Online Mentorship Programs: Cash in on Your Expertise

Whether you're a former retail store owner known for your... Read More

19 Ways To Attract Higher Paying Clients

Some people have little difficulty attracting and maintaining clients who... Read More

Sponsorship: A Key to Powerful Marketing

Sponsorship is the fastest growing form of marketing in the... Read More

Market Planning -- Getting the Word Out

"There are those who get things done and those who... Read More

The Marketing Recipe: Money, Marketing and Me ? 3 Keys For Success

You have a great product or service? Now, how should... Read More

Marketing Plans... A Simple Approach To Get Off The Marketing Roller Coaster

Are You Riding The Marketing Roller Coaster?If you're like many... Read More

Misrepresentation - Through Silence!

We're back to the subject of ethics, more specifically, business... Read More

15-Minute Marketing: Lots of Results in Little Time

Do you think you don't have enough time to market?... Read More

Growing Your Brand Assets

Okay. Raise your hand if you think brand management is... Read More

The Benefits of a Marketing Plan

What is a Marketing Plan? Marketing is to do with... Read More

Translation and Your International E-Commerce Strategy

Most businesses realize that they are simply a click away... Read More

Marking Your Territory

We all know the familiar adage "if it walks like... Read More

Laws of Marketing ? The 10 Immutable

Most marketers believe that anything is achievable if you are... Read More

Small Business Marketing; Abstract Philosophical Discussion

Our bodies work like our small businesses. They work best... Read More

The Most Powerful Marketing Weapon Ever Invented

It was probably first discovered out there in the caves... Read More

Selling To Your Affiliates

While success with any internet marketing program falls on the... Read More

Marketing Operations Elevates Public Relations and Communications Professionals

Is your marketing department taking advantage of MOM and MRM?... Read More

A Tool For Selling New Ideas!

Imagine tossing a pebble into a crystal clear pond on... Read More

More Marketing Dope

Direct marketing can make you very successful, but you've got... Read More

Marketing Manual Sample Outline

The key to success in any business relies a large... Read More

10 Important Marketing Tips

Each of the following Ten Marketing Tips is based on... Read More

The Apprentice: 5 Lessons in Marketing

Donald Trump's hit reality show, The Apprentice is a godsend... Read More

Build a Dynamic Business - 10 Steps to Start You Off

It's where your employees are in a 'special place' when... Read More

Direct Mail Offers: Eight Steps to Making them Effective

Every direct mail package you drop in the mail should... Read More

E-commerce : The Bottom of Pyramid Approach

For centuries and most of the decades in the 20th... Read More

Are You Attracting or Repelling Prospects?

There are basically two ways in which you can either... Read More

Word of Mouth Marketing

'Word of Mouth' is still one of the most effectivemarketing... Read More

Top Four Marketing Secrets of Building a Professional Practice

Building a coaching or consulting practice can be rewarding and... Read More

Ten Tips for Creating a Winning Proposal ? Part 1

If you want your business to grow and attract new... Read More