The first: your customers are looking for businesses that can help them survive and thrive.
The second: the communications you use must be simple.
“The key is to make your company’s message about something that helps the customer survive and thrive and to do so in such a way that they understand it without burning too many calories.” From a book written by Donald Miller.
From a small business perspective, your target market has as its number one objective, survivorship and bottom line growth. The only way you can insure participation from your target market is to first find out what the customer wants and what problems you are helping them solve. Unless you have traveled in the exact shoes of your target market, don’t assume you know what they want and what problems they want solved. The only right way to answer these questions is by obtaining data from your target market through interviews, testimonials, etc.
Unfortunately, there is more fear in the minds of a small business owner about making a “cold Call” than there is in investing in a new business without knowing for sure what your target market wants.
While gathering your customer data you should also find out if your solution solves their problems, and how they want that solution delivered.
While in the process of data gathering, you will also learn to what kind of a request your target market responds. You will make a cold call, send an e-mail, use an online survey system or send a questionnaire by snail mail. Whatever method of communication you choose, your target market has to feel that it is worthwhile to participate.
That ties into the second reality: the content in your communication has to be simple, easy to understand and must attack their pain point. There are several key words which are common across most small businesses and they are survive and thrive.
Prepare your data gathering process and track the results. You will soon learn which key words are most important to your target market, and then you can incorporate them in your overall marketing program.
From the first contact you have with a prospect, be it in the data gathering process or in the actual selling of your products/services, your story will play a key role. The Brand that you put forth is being ingrained in your prospects’ minds and it will stand for what they believe you can or can’t do for them.
At BizQuack we are always happy to help you in this process.
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