Thursday, October 2, 2008

Marketing Plans, Target Clients, and Ideal Clients – part 3

Our house is almost built. We put together the foundation (our Target Clients), the walls (our Ideal Clients), and now we are attaching the roof (your Unique Strategic Position) to tie it all together.

Today we will examine how to use your Unique Strategic Position, or your expertise in your marketing plan. A Unique Strategic Position is how you stand out from the crowd. You’ve created a profile of your Ideal Client. You should now know where to find them. You’re getting an idea of their challenges, so now you’re ready to tweak your Unique Strategic Position.

Look for an unmet need in the marketplace and design a marketing tactic around that need. In the financial advisor example in part 1, I said “A great place to market your services would be at the local Home Builders Association.” By networking at events where your Ideal Clients congregate, you will have a much higher close ratio than if you went to your local chamber of commerce, where all types of business owners gather. Targeting your Ideal Client allows you to work and less and close more sales. You work less because you learn all about your Ideal Client’s challenges and you become used to solving the same set of problems.

In this example, you can create a Unique Strategic Position by designing marketing activities that help your Ideal Client. We all have problems or challenges no matter what industry we’re in. What type of special report can you write that helps your Ideal Client solve a problem? How can you position yourself as the expert ready to save the day?

For our financial advisor, he could create two marketing tactics.
1. Plan a talk to the Home Builders Association about the different types of retirement plans and the pros and cons of each.
2. Write an article or special report that addresses solutions to their problems

Suzanne Muusers
Grow Your Business & Prosper!
Business Coach for Entrepreneurs & Financial Advisors

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