Last week I wrote an article called How do I create a Business Strategy? Where I talked about the One Focus Strategy™. If you didn’t get a chance to read it you can find it here. Today I’m going to share with you the reason to focus on one client segment and how to identify your specific client segment.
Believe me I know how scary it can be to limit yourself to one client segment. When I first started focusing on Women Entrepreneurs who are overwhelmed I could barely even say it out loud. I was so resistant to limiting myself even though I knew it was the right thing to do. What I’ve found out since is that there is a sense of freedom in being focused on one client segment.
By focusing on one client segment you’ll know what services, programs or products you’ll want to create that will support them, you’ll also know how to talk specifically to them based on their needs and the results they’re looking for. It also becomes much easier to connect with them because you’ll be able to find them and go where they are, either in person or on social media.
I imagine you’re beginning to see how getting clear on your one client segment will make your marketing message clearer, help you create the right services and allow you to easily connect with them.
So now comes the million dollar question how to I define my one client segment? First I want to assure you that if you’ve been in business for any length of time you have most likely have had clients you’ve really connected with and loved working with, and you’ve probably had one or two that you really didn’t care for. When you’ve experienced these two basic client types you’ll have a great start to identifying your one client segment.
If you’re an entrepreneur newbie, the way to do this is to think about others who you have worked with; those that you liked working with, and those who you would prefer never to work with again.
Now for your exercise: grab a sheet of paper and get ready to do a brain dump.
- Focus on the clients you liked working with.
- List all the things you liked about these clients. (or anyone you’ve worked with.)
- List all the problems you’ve helped them solve.
- List all the results you’ve helped them gain.
Now take a second sheet of paper and fold it in half (to make two columns)
- In the left hand column.
- Focus on those clients you didn’t care for.
- List all of the things you didn’t care for.
- In the right hand column.
- Reverse the negative statements and make them positive.
Finally on a third sheet combine all the characteristics.
Use those characteristics define:
- Who your client is. (Physical description – such as: age, sex, martial status, education.)
- Internal characteristics (psychographic) such as: open minded, willing to change, thinker, fun.
- What your client does.
- Where do they work and hang out.
Finally, once you have everything combined, take a few minutes and review your list. Remove anything that doesn’t make sense or doesn’t feel right. Then close your eyes, take a deep breath, relax and visualize that client. Spend some time mediating on that client. Get as clear a picture of them as possible. Once you have a clear picture of them you’ll know who you’re marketing to and your marketing will begin to get much more personal.
Want to use this article in your newsletter or blog? Please feel free, we love to share. Here is what you must include:
Jane works with Women Entrepreneurs & Business Owners who are Overwhelmed. My focus is helping them regain clarity, let go of ambiguity, uncertainty and fear, while bringing focus to their goals and objectives. I ask the hard questions knowing that you’re ready to answer them. My clients and colleagues call me a thought provoking Business Therapist.
The Sage Mentor – Grow Your Business program is designed to help women entrepreneurs increase sales and expedite growth of their business.
Jane is also the author of Put Your Big Girl Panties On and Kick Your Fears in the Ass.
Additional information is available at www.lovasconsulting.com. Contact Jane by email jlovas@lovasconsulting.com or by telephone at 703.981.3157