My client, Fabienne Jeanneret, recently taught a Marketing Masterclass to the solopreneurs in my private Mindful Money Magicians Facebook Group. The session focused on the importance of understanding and speaking directly to your target group and clients.
I feel so much pride when I watch my clients in their zone of genius, and sharing their knowledge and passion in a way that positively impacts others.
During the class Fabienne discussed why knowing your target group is so key when it comes to marketing. With her permission, I’m sharing here Fabienne’s key teaching points, so you can benefit from her content too.
Are you open for business?
Don’t be afraid to make a lot of noise about your business. People need to know you’re open, so shout out and be proud and let people know you exist and where they can find you. Get visual, be seen and have a clear message that tells your customers, in one concise sentence, exactly how you can solve the problem they have.
Know your target group or client
You need to be absolutely clear on who your target group/client is. When you know them well, it becomes easier to choose the right words that ensure you’re speaking their language.
A great tool for helping to define your target group/client is the 4-colours typology model. When you allocate people to one or more of the colour types, you build a picture of who they are and how to engage with them.
Here are the types…
Red Type: Demanding, strong-willed, dominant, target-oriented, determined, fact-oriented.
Blue Type: Formal, accurate, prudent, careful, questioning
Yellow Type: Enthusiastic, eloquent, convincing, affable, open
Green Type: Relaxed, patient, trustful, encouraging, sympathetic
The more detailed the picture of your target group/client is, the clearer and more powerful your marketing message will be. Look at them from a 360 perspective. How old are they? What are they interested in? What do they do for leisure? Where do they hangout? How do they behave? Which movies do they watch and books do they read? What are their hopes and dreams?
What do you want to achieve?
You need to have a clear goal for your marketing, otherwise you’ll find yourself randomly throwing things out there and hoping something will stick!
Right out the gate, get clear on what you want your marketing to achieve for your business and for your clients.
Remember, people decide who to work with based on connection. So, a priority with any marketing needs to be on building a great relationship with your customers so they feel that bond with you.
I hope you’ve found Fabienne’s learning points interesting and helpful. If you’d like to hear from Fabienne about her experience of coaching with me and how this has helped with her business, you can click here to watch her video testimonial.