BUSINESS


 

  • Understanding your business
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  • Working with Clients
     
    – How to target your audience and get them to buy
    Even for those of us in business it is easy to forget the basics and a useful exercise to pause and consider- who am I trying to reach? This resource will help you gain clarity on WHO your audience is.
    [Action – 1hr]

    How to build a relationship with your ‘fans’ so they take the next step
    Building a list of folks interested in what you do is great, but you can help them better is you can encourage them to take the next step and invest with you. Here’s how.
    [Review – 40+ minutes]

    Change your screensaver/ desktop background
    Let’s keep our goals FRESH and dreams inspiring – remind yourself now by changing your screensaver! We know some of you already have very exotic images shining from your laptop but it’s time to shake it up. You can use a picture from your own collection or an image you’ve seen and loved- just make sure it’s something that will inspire you to stick to your lifestyle goals and keep moving forward every time you switch on to work.
    [Action – 5+ minutes]
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  • Taking your work on the road
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  • Improving your business
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  • Accountability
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  • Summary
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  • Your video
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  • Strategy Session

Target Your Audience

 

Practice Tasks

 
Being clear on WHO your audience is
We might have a general idea about who we appeal to but it can be really valuable to try to sketch this out a bit more specifically. You may be surprised by what you find when you start to break different groups down a little.
 
Avatar Task
An avatar is a ‘representation of a user’. In computer games or on forums is will be the character you select to represent yourself.
 


 
Creating avatars can be really helpful when it comes to developing your unique brand, offer and marketing angle. By creating detailed avatars for different areas of your business you can create personalities, stories and desires, each based on themes you have recognised from existing customers (or from the customers you hope to appeal to). You can build up a context of what is important to them and what they like; what they are looking for and object to; what they value and what they are interested by.
 
It’s fun to do. It can help if you take really picture actual customers to help ‘get under their skin’. Then you can take specific characteristics which are common to a few of them and blend them together with relevant back story.
 
Example: Town centre sandwich shop avatars:
 

 

Ben works in a bank and comes in to buy a sandwich two or three times a week. He is in his mid twenties with an ok income although he is often struggling for cash at the end of the month. Ben doesn’t have a long lunch time so likes to be able to choose ready-made sandwiches. He is fairly health conscious and often buys a smoothie with his lunch. He usually gets hungry mid afternoon and wishes he has bought some fruit or a muffin but often forgets. Ben cycles to work. He remembers to make sandwiches to bring in about once a week. Other days he will eat cuppa-soup or a garage sandwich to save money.


Susan is in her late 40s and very busy. She works in a town centre office and often forgets to have lunch. Sometimes she sends her secretary to buy her lunch but she is often disappointed by the choices available. Susan has a long commute and likes a strong coffee when she gets into work in the morning. She leaves work late when most coffee shops and cafes are closed so she struggles to get the snacks she needs to get her home. Susan is vegetarian and can’t eat gluten.
 
 

These avatars are very brief examples. You can go into a lot more depth depending on how well you know your customer base.
 
Even with this brief outline of ‘types’ of customers the owner of this sandwich shop could be thinking about offers and packages that would make it more appealing for Ben to come in daily; loyalty schemes to give him much needed freebies at the end of the month; a healthy range of pre-ordered lunch boxes to include smoothies and snacks; a delivery service and specialist menu options to met Susan’s needs; serving coffee and staying open later than other cafes.
 
Your task
Create an avatar for 2 or 3 aspects of your business. Think of specific customers or types of customer groups to create composite characters.

– Avatar 1: – Avatar 2: – Avatar 3:
 

  • What is their ONE biggest problem?
  • What is their greatest obstacle to getting the help they need?
  • How can you solve their problem?
  • Do you have a product or service that meets their individual needs? If so, what is it?
  • How would you overcome their objections?
  • What value would you provide?
  • What specific outcome can you promise?


 
Making your niche a ‘foot wide and a mile deep’
Could your niche be more specific? It’s easy to fall into the trap of wanting to keep it broad to appeal to as many people as possible. But the thing is, if your niche is small and successful you will end up gaining a broader range of customers anyway. It won’t be usual to hear ‘I know you only usually work with xyz but I’ve heard such good things about your results would you consider working with me as well?’ so you get the same results, you just need to turn your approach on its head a little!
 
Of course sometimes a niche will find you. Be alert for this. If a lot of your buyers or clients are tending to come from the same background there is something in what are doing that appeals to the. The chances are you could draw more attention to this to further build on this market.
 
Have some practice at narrowing your focus by seeing how you could make these businesses below more targeted. Our suggestions are over on the last page, but have a go at your own before you peek- our guesses are as good as yours!
 
Micro niches task!
Make these businesses instantly more profitable by improving their ‘target-ability’. Create at least 2 ‘sub niches’ for each of these broad areas.
1. Management skills training
2. Fitness for women
3. Web development for small businesses
4. Career coaching
5. Wedding planning
 
Once you’ve played around with these turn your attention to your own business. Can you find some sub niches? Jot down some ideas:
 
Finding the hook
As you know, ‘the hook’ is what grabs attention. Not to be manipulative, but to be catchy way that spotlights the extra value your product or service can add. It highlights a specific strength or unique quality about your product. You want to have a proposition so good that that audience will appreciate the fact you brought it to their attention.
 
Working out your hook can seem daunting but it is just a question of working out who your audience are, a key problem they have and what your quick and easy solution is.
 
You can have a play with these (we did below!) and see what you come up with, you’ll probably find you get better the more your practice, and you will also know when you have hit upon a really good hook.
 
Remember keep it short and snappy to really force you to focus and test your skills!
 
Your audience – new mums
A problem – too busy and tired to shift the baby weight
Solution – a short exercise routine done 3 times a week to tone all the key
weight gain areas
 
Hook – 30 minute perfect tummies for yummy mummies
 

Your audience – engaged couples
A problem – the expense of having a wedding
Solution – little known strategies to have a wedding on a tight budget
 
Hook – the insiders’ bible on a luxury wedding on an economy budget
 
 

 
Your task
Using the sub-niches you identified in the micro-niche task work out the following for 5 audience groups:
 

Your audience –
 
A problem –
 
Solution –
 
Hook –

 
 
Now you can test out your skills on your real product!

Your audience –
 
A problem –
 
Solution –
 
Hook –

 
 
Our sub niche suggestions

  • Appraising and managing performance for public sector managers
  • Leadership skills for newly promoted managers
  • 30 minute fitness for new mumsPost-menopausal strength building and toning
  • Website design for cafes and bakeries
  • Websites for financial professionals
  • Career change coaching for city professionals
  • Career coaches for nurses and healthcare professionals
  • Big weddings for under 10k
  • Unusual weddings in castles and country homes


Any many more!

 
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