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.

---

Unleash the Powerful Promoter Within

Dear Friend,You're ripping me off.How? You may be thinking, "We... Read More

Utilizing Your Best Hidden Asset To Increase Sales

You probably already have in your possession one of the... Read More

How To Get To The Top of The Marketing Food Chain

Are you tired of living off handouts from big-name marketers,... Read More

Adapting Blog Technologies To Corporate E-Newsletters

Every January, trade publications put out a list... Read More

Increase Your Response with Multi-Step Marketing

"There is only one way to judge the effectiveness of... Read More

Communication Breakdown - Dont Let It Happen To You

Do you have Communication breakdown?How are you communicating with your... Read More

Postcards: Awareness Tool or Selling Tool?

Are postcards better for building awareness or for selling?In my... Read More

Market Research ? How Good is the Data?

"Make money for taking surveys"," Cash for your opinion", "Make... Read More

Loan Officer Websites: Your Marketing Hub to Magnetize Realtors

Too many loan officer websites look like congested intersections, information... Read More

What Does Your Logo Color Say About Your Business?

And not only your logo, but also your website, your... Read More

Wealth Knowledge & Power ? Lost Secrets From Ancient Masters

Behold! He with the light cometh!He shall light thy darkest... Read More

The Value of a Customer

The Driver of All Marketing EffortsYou need to determine what... Read More

12 Lessons I Picked Up from Attending Seminars

So you just dropped a tidy sum to attend a... Read More

The Beginners Mail Order Opportunity Guide

The "Mail Order" business is not a business of itself,... Read More

Spring Cleaning: How To Do It In Your Business To Make More Room For Success

With the arrival of Spring, I decided to get outside... Read More

Advertising Your Private Practice: Beware of the Problems-Part 1

One of the biggest mistakes coaches, counselors and other healing... Read More

7 Proven Tips To Market Your Cleaning Business

Marketing your cleaning business is something that you will already... Read More

How Nearly Going Broke Taught Me The Value Of Niche Marketing

If you want to learn how effective Niche Marketing can... Read More

Shine a Spotlight on Your Professional Service Firm

As a life-long dancer, I know a bit about the... Read More

Should You Clap For Your Customers?

Does it make sense to clap for your customers? It... Read More

The Use of Bar Code SMS in Mobile Marketing, Advertising, CRM

Anybody that frequents shopping malls are familiar with the bar... Read More

Make Your Mailing a Home Run, Not a Strike Out!

You can use great design and copy to get a... Read More

Loyalty Cards ? Tips To Consider Before Committing To One

Loyalty marketing has been around for as long as retailing... Read More

Finding Your Niche: What Do You Want To Be Known For?

In my experience, there are two kinds of small business... Read More

How to Add Warmth, Color & Texture to Your Advertisements

"?A powerful agent is the right word?" --Mark TwainAnd what... Read More

Ten Breakthrough Marketing Ideas

Ten Breakthrough Marketing Ideas1. Create a directory of web sites... Read More

Print Marketing Campaign, Whats Important and Whats Not!

Every company searches to lure customers to their product. Unless... Read More

Becoming The Obvious Choice In A Sea Of Competition

Differentiation, niche marketing, and positioning. These and other related business... Read More

Breaking The Voice Mail Barrier

Even if you never place a cold call, you still... Read More

Reinventing The Wheel

Revolutionary ideas have always been the mark of mankind. It's... Read More

Good Vibes/ Bad Vibes

Have you ever walked into a store or business and... Read More

Developing a Contact List- Part Two

In a previous installment, we spoke about how to come... Read More

Name the Top Cable Network

When Cable began as Community Antenna Television in 1948, all... Read More