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Marketing Tips to Find Customers for Your Business

If you're not attracting customers willing to pay your fees it may be that you are either delivering the wrong marketing message, pitching to the wrong crowd--or both! You have just one chance to make a great first impression with potential customers. Be sure to deliver the right message to the right audience.
Often, very talented and capable business owners who are very good at what they do, simply are not trained marketers. It is amazing how many spend tons of cash to have someone design a pretty logo and slick marketing tools that will never bring a response, simply because the materials focus on the company rather than the most important party in any transaction--the customer.
It's important for you, the business owner, to truly understand exactly who your ideal customer is and what moves that individual to purchase the type of product or service you offer. You can start by creating a general "client profile" or description of your "best" customer:
1. Demographics (information such as geographical location, age, gender, income).
2. Psychographics (what truly motivates the buyer to choose and purchase the product).
3. How your ideal prospects spend their time (what types of organizations they join, what they read, where they tend gather--especially in groups with other ideal customers).
Where to Find Prospects
When you have a clear picture of the ideal prospect in mind you can more easily figure out where to connect with people who are more likely to buy your goods and services. For example, knowing what publications they read can help you determine where to place ads or generate earned media coverage. Knowing where they tend to gather (i.e. professional association meetings, community events, networking groups) can help you create an effective networking plan. Knowing how your ideal client tends to utilize the Internet can help you connect on social media.
What to Say: Your Marketing Message
1. Be able to briefly and clearly describe what your company does in 30 seconds or less. (This brief description is often referred to as an "elevator speech").
2. Make sure your marketing message clearly describes what you do and the customer benefits of working with you (results your clients will experience).
3. Always present a clear "call to action"--in other words, be able to describe the next steps an individual or organization can take to learn more or work with you.
Bottom line: Know--really know your customer. Make sure your message demonstrates that you understand his or her needs, and that your company is the right choice to meet or exceed those needs.
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Juana, a business communication consultant, works with organizations and professionals seeking to communicate more effectively with internal and external clients to increase visibility, credibility, buy-in and revenues. J-Hart Communications delivers group workshops, consulting and one-on-one coaching in marketing and public relations, presentation skills and communicating change. For more information, visit Juana at http://www.jhart.tv or call (702) 257-6646.

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