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The ultimate benefit of identifying a target market is that it allows you to more easily determine where to find potential clients who are looking for what you have to offer. This way you know where to concentrate your marketing efforts and what to offer that is compelling and well received. Marketing and sales isn’t about trying to convince, coerce, or manipulate people into buying your services. It’s about putting yourself out in front of, and offering your services to, those whom you are meant to servepeople who already need and are looking for your services. In order to reach them you’ve got to know where to find them. You can serve your clients much better, offer them much more of your time, energy, and expertise, if you narrow your market so that you’re serving only those who most need your services and who can derive the greatest benefits from what you have to offer. While it may seem counterintuitive to narrow your market in order to gain more clients, that’s exactly what you need to do to successfully book yourself solid. Being known as an expert with one target market makes it much easier to successfully move into another.

Your Passions, Natural Talents, and Knowledge Are Key. Consider what you’re most passionate about, what excites you, and what you enjoy doing so much that it feels more like play than work and that will allow you to make the most of your natural talents and your knowledge. If you’ve been in business for a while, even if you may not have as many clients as you’d like, the clients you do have can help with this process. Look at the clients you’re currently serving. Look for common elements among them Remember to tune into your intuition. Allow yourself to at least explore every possibility, no matter how wild, silly, or unrealistic it may seem on the surface.

Step 2: Identify the Urgent Needs and Compelling Desires of Your Target Market You must offer what your potential clients want to buy, not what you want to sell or think they want to buy. You must be able to look at your services from your client’s perspective—their urgent needs and compelling desires.

Step 3: Offer Investable Opportunities If your potential clients are going to purchase your services and products, they must see them as investable opportunities; they must feel that the return they receive is greater than the investment they made. The return is almost always financial or emotional. And the potential return on investment for your clients must be evident before they purchase services from you. The secret to having a successful business is to know what your clients want. So rather than talking about what you do, focus instead on clear, specific, and detailed solutions that solve your clients’ problems. People aren’t buying what you do. The science, technique, or technical name that you use won’t get clients to hire you! Clients who understand the distinct benefits and advantages you offer will jump at the chance to work with you.

Step 4: Uncover and Demonstrate the Benefits of your Investable Opportunities




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