target market Archives | Solopreneur Solutions

Why Be a Good Storyteller?

Donna Amos — Sat, 13 Aug 2011 12:41:29 +0000

As business owners, we all have a story to tell. Why we are in business, what it means to us and what experience we want to deliver for our clients or customers?
Very often, we get caught up in the notion that we must be good marketers and we head down that path of marketing language. In reality, if we would become good storytellers we would naturally attract our ideal clients. Marketing talk feels like we are being sold to. Story telling gives us insight into the other person and helps us to resonate with them. I also believe we learn best from the stories.
So how do we become good storytellers? I was watching a video that referenced what a great storyteller Steve Jobs is. It pointed out that there is always an antagonist and a hero in every great story and Steve Jobs is a master at telling them.
This video emphasizes the need to be a great story teller.

Our lives are a series of stories woven together–our own stories and the stories of those around us. Great leaders in religion, politics and business understand this and many of them are great storytellers. Jesus spoke in parables. And the books of the Old Testament, is not a boring list of rules we must follow but a series of lessons and commandments intertwined with the stories of lives.
We are not inspired by reason alone. Compelling stories convey loads of information while appealing to our emotions, ensuring that we not only listen, but get engaged and inspired. Isn’t that what we want to do engage and inspire our followers?
So how do you discover and tell your story? Here are a few tips…
Present a story well: Presentation is more than just recounting a series of events or retelling a story you’ve heard. It involves careful attention to details, proper use of body language and tone, and attention to verbiage.
Be consistent: Once you have determined what you story truly is, tell it repeatedly. Use every platform available to tell the story because we all learn differently. This will allow you to engage your target market regardless where they hang out.

Love, Care and Respect: You must love the story you are telling, be passionate and share the tough spots and the easy spots. You must care about the story and respect the audience. Protect its integrity. Be certain what are you attempting to pass on to the audience and how is it relevant to them?
When we become good storytellers we engage with our audience and we attract the right audience to us. Happy storytelling!
Previous post: Storytelling helps Solopreneurs Sell
Need help with your story? Learn how to tell your story here.

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Considerations for Business Startups

Donna Amos — Sat, 12 Dec 2009 18:03:56 +0000

Are you just considering starting a new business? For every startup there are foundational issues that you must address with the advice of a professional. The first is what structure will your business take? And what tax implications will you have as a result? Do not assume that since you are just getting started and you don’t yet know what kind of revenues you will have that you can wait to address these kind of issues. It is not expensive to get an Accountant and attorney to spend a few moments answering questions for you. It is important to have professionals on your team that you can reach out to when needed. Every solopreneur should have an attorney they can rely on to answer questions. I have used PrePaid Legal for several years and have been very happy with the service. This is an inexpensive way to have attorneys available whenever you need them.
Once you have determined your business structure now you can open your business bank account. Protect yourself and do not use your personal account for you business as well. Another consideration is how you will accept payments for your services or products. If you want to accept credit cards then you will need to either obtain a merchant account or to start you could use a service like Paypal.
I would also recommend that you do a twelve-month cash flow statement so that you are really clear about your expenses and projected income. This is helpful to know what kind of targets you are going to strive to meet.
My other suggestion is that you know precisely who your target market is exactly what their problem is that you will solve and how will you solve it. If you are unclear on these critical issues, it will be impossible to explain to a potential client. If you answer these questions with I can help everyone please continue to do some work in this area or you will struggle to generate the sales you want.
I also want you to check in with yourself and be sure that this new startup venture is something you are passionate. That passion will help you remain focused, persistent and committed, even when you hit a bump in the road.
You might want to read other considerations here and listen to the podcast for some other thoughts.

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First You Must Build It

Donna Amos — Wed, 16 Sep 2009 15:00:07 +0000

And They Must Like It….
In today’s economy the competition is fierce requiring you to bring our A game in everything you do. Your website is no different.
Your website must speak to your target market? That darn target market comes up in all of your marketing efforts, which is why it is so important to be very clear, about whom they are. When visitors land on your website, do they get that you understand their problems and have the solution?
It is important that your website connect with your ideal client not only with the words you use but also with the visuals on your site. Many times if it is not appealing visually they will not stay around long enough to read your copy. However, if they do stick around you have only seconds to get them engaged with you.
Let’s evaluate your website objectives. Why do you have a site? What do you want your visitors to do once they show up?
Like all successful marketing efforts, you must develop a clearly defined goal for your Website and must have an understanding of your online target market. What do you hope your Web site will accomplish?
Does it . . .
• Become a living brochure?
• Replace your print media kit?
• Create a revenue stream?
• Serve as the tool to build your list?
• Support other marketing activities by providing a professional online presence?
Effective copy with involve your visitors and reflect your brand. What is it that you want visitors to think about your brand when they find you? The key to develop the relationship between your target market and your brand is to provide relevant content.
Knowing what action you want your target market to take your content should logically and thoughtfully lead them to important points and encourage them to take action throughout the site.
Some of these tips may help…
• Fresh and updated content will have visitors wanting to return.
• Keep copy brief and to the point.
• Remember your objectives and include appropriate calls to action. Phrases such as “Call us,” “Mark this page as your browser home page,” “Sign up for our newsletter” and “Limited time offer” will prompt visitors to take action.
• Always provide value: tips and advice. Please don’t be fearful about giving away your knowledge for nothing, offering solutions reinforces your expertise and inspires them to work with you. The more value you offer on your site, the more often they will return.
Handle your Web site just as you would any marketing strategy. Be consist and focused on your results adjusting your strategy when needed.
(If you listen to the podcast you will want this link https://adwords.google.com/select/KeywordToolExternal)

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Selecting Your Target Market

Donna Amos — Mon, 20 Jul 2009 16:22:26 +0000

Creating a successful business begins with knowing who your ideal client is and then crafting your services and marketing message so that it resonates with your ideal client.
Many Solopreneurs resist being specific with who they choose to do business with. Believing that the larger the net the more clients they can capture. Reality is because they are not targeted with their message it does not resonate with their ideal client.
The only way to attract your ideal clients to your business is first creating a crystal clear picture of who they are?
Geographic. Decide if your business is going to do business on a local, regional, national or international level. Identify the geographic region where your market is located. Identify specific boundaries within which you will do business.
Demographic. Potential clients can be identified by criteria such as age, race, religion, gender, income level, family size, occupation, education level and marital status. Choose those characteristics of your demographic target market that relates to the interest, need and ability of the client to purchase your product or service.
Psychographic. Many solopreneurs offer products based on the attitudes, beliefs and emotions of their target market. The desire for status, enhanced appearance, more money, health and wellness, love and peace of mind are examples of psychographic variables. They are the factors that influence your customers’ purchasing decision. A seller of dating services would appeal to an individual’s desire to be loved.
Behavioristic. Products and services are purchased for a variety of reasons. Solopreneurs must determine what those reasons are, such as: brand, loyalty, cost, how frequently and at what time of year customers in a segment use and consume products. It’s important to understand the buying habits and patterns of your clients. Consumers do not rush and buy the first car they see, or the first sofa they sit on. A Fortune 500 company doesn’t typically make quick purchasing decisions. You want to be certain that your product or services are a good match for the behavior of your ideal client.
Solopreneurs make the mistake of trying to be everything to everyone. The more specific you are the better results you will achieve. Your marketing message will be more targeted and connect with your potential clients. You cannot be everything to everyone with any success.
Being specific and targeted does not mean you will not do business with others outside of your target market. Of course, you will. The point is to be more attractive to your target market. Your clients will in turn refer you others inside and outside your target market. Once you have a full practice within your target market you can then use your reputation to move into new markets.
Your target market is the group of people you service. When choosing your target market it is recommended that you make that choice based on who you are passionate about serving.
An example may be that you are passionate about working with the legal industry. If in fact you stay that broad, you will not have the success you wish. When you think about the problems your target market may have, a judge within the legal industry will have different problems than an attorney that does litigation work. Narrow your focus and you will be more successful at solving the problems of your ideal clients.

If you continue to struggle with identifying your ideal market you may be interested in the group coaching program that provides a lot of one on one as well as group support. At the end of this proven Roadmap to Business Growth you will have a solid marketing foundation as well as specific marketing activities that attract your ideal clients. Learn more…

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Solving the Biggest Challenge for Solopreneurs

Donna Amos — Sun, 30 Nov 2008 21:27:30 +0000

I read a recent poll at StartUpNation that indicated that solopreneur’s biggest challenge is difficulty finding customers. Therein lies the reason that more than 70% of solo business owners do not survive. Simply put your income must exceed your expenses.
Let’s look at a few solutions to the problem?
Passion
In interviews with successful solopreneurs I asked what kind of advice they would give other solopreneurs and almost everyone of them said you must be PASSIONATE about your business. That passion certainly makes it easier to talk to others about what it is you do. When you are unsure and timid about your business that perspective is transparent to others. On the other hand PASSION comes shining through and makes it almost impossible not to tell others what you are doing. Business owners can not keep their businesses a secret. It is up to you to tell everyone that gives you an opportunity what you do and the fact that you love it must be obvious. People will be attracted to your positive energy.
Target Market
Another solution is to stop trying to be everything to everyone. You can not throw your net so broad. In being broad your message will not speak to anyone. The more targeted your market the more money you will make. Think of a dart board and with each inner circle you define your target market even more, by the time you get to the bulls eye you will have a tightly defined target market. Now you marketing messages can be expressly targeted to solve the problem of your market. Most importantly your target market will get it.
Become a Master at Sales
One more solution is to make sure you are talking to enough people. Being the solo business owner means that you must wear many hats one of those hats is the sales person for your business. Sales is about telling enough folks how you can support them with your product or service. Many solopreneurs do not want to be seen as being pushy. Believing in the value you bring to the business relationship and knowing that your clients/customers are better off for having engaged in your services is not pushy. Comes back to that passion for your business.
Elevator Speech
The last solution I will leave you with is learning how to tell people what you do. Do not tell prospects what your title is or the type of business you own. You must tell them in a brief statement that verifies how you solve their problem and the benefits they will achieve. If you can do that you will connect with them on an emotional level. People purchase with their emotions first and then intellect. Take the time to evaluate how you talk about your business and then practice, practice, practice.
There are potential new customers all around you. Take responsibility to learn the skills you need to succeed in your business. Learn to work on your business and not just in your business. The results will be a nice profit.
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Through the end of the year I am offering complimentary one hour coaching sessions to anyone that asks. Email me at donna@donnaamos.com
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Learn about the group coaching program that focuses on Proven sales and marketing strategies and skills.

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