Real Business Success Means Knowing Who You’re Selling To

If you really want to achieve success with your small or home-based business, you need to target your ideal audience, and then engage your prospect. That means knowing from the start how to actually connect with the folks you are talking to. One of the most useful ways to do that is to have a clear idea of the person you’re trying to reach.

Notice I said person, not people. This is because even though you are selling to an audience or market, you are actually talking to one person, that’s your focus. That means you need to think of your ad copy, marketing brochure or even video script as a conversation between two people who know each other, you and your ideal prospect. This is important, because unlike big businesses with multimillion dollar ad budgets — you need to make every dollar count.

It all starts, of course with identifying who your target audience is.  Take a few minutes to reflect on that. Really, right now . . .

  • Are they male or female, young, old, rich or not doing well financially?
  • What is their average income level?
  • How much schooling did they have?
  • What problems do they face in terms of your specialty?
  • Are they really passionate about the subject?
  • What kinds of solutions have they tried before?

These are a few ideas to get you warmed up and thinking about your ideal prospect, but don’t stop there keep going until you have fully  identified your target audience so you can communicate better with them. Remember to focus a lot of your initial message on the hook.

The hook, in case you were wondering is just  the way you get their initial attention. The hook can easily be found in your keywords it’s the problem that has them searching for the solution you have to offer in the first place.  Keep your headline short and to the point but be sure to make it as compelling as possible. Focus on addressing the conversation your prospect is having about the problem or desire your product deals with.

Next, follow your brilliant headline by addressing the problem your prospective buyer has in more detail.  Experts call it stirring the pot – reminding them of the reason they were searching for a solution.  Integrated it with the keywords that they used to find your offer or website. Tell the reader about different  kinds of related issues that many people are facing and use examples your audience can relate to.

Weave a story of triumph over adversity or success after crippling failure. Articulate the feelings that come with previous trials and disappointments. Commiserate with your reader because there is a very good chance that they went through similar issues as well or know someone who is.  This is especially true if you are relating your own personal journey in this particular area.

Then, show them how your particular solution can fix the problem.  Introduce your offer as “when” not “if” in your scenario.  Allow your prospect to be a partner in your story not just an observer.  Use as many “sensory words” in your explanation of the solution so that you involve the imagination, not just the brain.

Finally don’t be afraid to ask for the order.  If you see sales as  “opposing forces” change your perspective. When you educate your prospect and help them clarify both their problem and sift through the options to the best solution through your presentation, you’re no longer opposing their will; you are making it easier for them to make decisions. Be genuine in your desire to be of service, target the right audience and the sales will take care of themselves.