There are certain things you never forget about the early days of your business. Many of my own “unforgettable moments” are — frankly — “LOWS” that I’m thrilled to have left in my less than impressive past. The “business LOW” I remember most vividly and recall most often is the choice I made — more than a few times — to go without contact solution and use water instead.
Keep in mind that contact solution back then was about $4 a pop and money was SUPER tight. I had no credit cards and no “cushion money” for such “luxuries.” I quite literally ate what I killed in terms of sales.
Fast forward to last week, when I realized that my husband and I were out of saline solution. I shook my head and smiled — reminiscing about the financial lows I endured while building this little business of mine.
It got me thinking about what changed exactly… Why am I where I am today and many people — who are much better known and far better funded — still struggling profit-wise in their business?
Many things factor into SUCCESS and PROFIT, of course, but ALL business success — mine included — begins with one very critical shift you can make regarding how you approach your target market.
The shift I’m referring to has 3 critical components, all outlined and then explained in more detail below: I STOPPED focusing on all the reasons my target market should want to do business with me and — instead of introducing my company and services — started participating in and adding value to the conversations they were already in.
If your business income is not where you want it to be RIGHT NOW, I invite you to re-read that last sentence again… slowly, before we move on. This shift is so profitable, I don’t want to risk simply “glossing over it.” Now, we’re breaking it down just a bit, so we leave room for no assumptions or misunderstandings:
Focusing
By “focusing” I’m referring to the focus of your marketing copy, your networking conversations, and any communication you have with your target market. So, BEFORE, I was focusing this communication on why they should WANT to work with me. It was all about ME. Big, ugly, ego-driven but costly rookie mistake.
Should Want
Steve Chandler reminds us that the word “should” is the ultimate demoralizer. I can assure you that NOTHING halts sales like creating a demoralized target market.
PLUS, telling your market what they ShOULD want is as fruitless as telling your teenager how they SHOULD be more interested in reading books than sharing something on social media. Your market — like the teenagers — are tuning you out. Your words are wasted. WHY? Because their own inner dialogue is also taking place in their heads… their needs, wants, and problems are drowning out your pitch about YOU. Quick remedy: make your pitch ENTIRELY about them. (For more information on that, click here.)
(Quick note: I have a teenager. 2 of them. Both girls. And a boy who will be 13 in July. I speak from experience here, folks!)
Participating and Adding Value
This is where the shift really happens. This is when your pitch goes from being an interruption to the conversation to being a valuable part of it. This is how your pitch goes from being ignored by your market to being SHARED by your market. So, forget the elevator pitch that’s all about YOU. (When IS the last time you ever bought something — or sold something — in an elevator anyway?) Instead, get to know your market intimately and enter the conversation already going on in their heads… in their social circles…. and in their professional associations. Participate and add value.
How can YOU apply these three shifts about how you show up in your target market? Where will you start? How can I help? What other information do you need to be sure you make this shift COMPLETELY?
