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We're in Vietnam at the moment and I was my riding on a scooter with my daughter, Claudia. She was on the back and I was teaching her a little bit about marketing. I'm kind of a marketing nerd, I want my kids to learn marketing, for obvious reasons. I think it's a great thing to learn, particularly if you want to be a business owner at some stage.
But anyway, she was on the back of the ... And I was trying to explain I said, "Do you know what a target market is?" She said, "Yeah, the type of people you're trying to reach." I said, "Yep, that's good, but it's the specific type of people you want to reach." Here's the analogy I gave her: I said, "Look, you're looking for a formal dress," for her school dance ... "If there was a shop that said, 'we sell dresses,' you'd be kind of interested. But, if there was another shop beside it that said, 'we sell formal dresses', you'd be probably more interested in that one because it's less generic. If there was another shop beside that that said, 'we sell formal dresses for young ladies between 14 and 18,' you'd might be even more interested because you know it's gonna have exactly the styles I want.
If there was another shop along that said 'we sell formal dresses for Claudia [Petrie 00:01:24].' Which one do you think you'd be most interested in seeing?" She said, "Well, I'd have to go on the one that said Claudia Petrie." That's true with all your marketing and all your messages, okay? You can serve a lot of different people, but your messages need to be more specific.
The closer you can get, obviously you're not going to name your individual targets by name, although in some cases I've seen that happen too. But, the closer you can get to being specific is exactly who you're for and what services you provide and who you do it for, the more and more relevant it gets for that individual person, the more intrigued they are and the more attention you're going to get.
Multiple messages. You can have one business but you can have multiple messages, but each of those messages need to be very specific and targeted because you've got to hone in on a specific target market with each message. We're going to talk about the specific target market in this module.
INTRODUCTION TO NICHES
In this section we’ll be talking about targeting – who you want to serve. You’ll discover how to get more results with less effort, a sure-fire strategy for getting higher fees, and how to shorten the typical sales cycle (and get results faster).
This one principle is a game-changer for your practice – but you need to do it.