Business is an overly- and unnecessarily- complicated venture — made so by a combination of our own humanity, our tendency as people to overcomplicated what is actually simple, and parasitic “gurus” creating problems so they can sell solutions. BUT, there are three BASIC steps to create a thriving profitable practice, firm or business:
1) Know your market intimately. I have written several articles about the importance of this first, most critical step. Everything — your marketing, your message, where that message shows up, your price point, your positioning — everything stems from what you know about your market. Assume too much and you’ll fail and flounder in business.
2) Have a multi-step, carefully choreographed marketing sequence. You must get the attention of your target market, convince them to make a first step towards your business, court them into relationship, and give them reasons to come back. NONE of this happens on its own… not consistently enough to give you the income you need, want and deserve, of course.
3) Look for and create leverage points. As soon as you’ve created a “job” (i.e. consistent income) for yourself, look for ways to increase your reach, leverage your time and expertise and expand your borders. If you wanted a “job”– work for someone else. You do — eventually — want a business that can run without you.
The foundation of all of this IS knowing your market intimately but — like kids — far too many business owners ASSUME they know a lot about their market, but never ask… never dig… never research.
Here are some pics of my kids and myself.
The kids make this mistake too. They look at me –and probably ALL moms– and they assume a few things. =) That I never had a life before them. That I’d never be able to guess what they’re up to, you know, because I am and have always been SUCH a nerd. That my complete ignorance of all things teenager will help them get away with “junk.”
They don’t read this blog, so I can say that they are emphatically wrong. There was a LOT of living this girl did before becoming “mom.” Only my oldest is coming to realize this… and only begrudgingly, if not with a sense of utter shock. “HOW DOES SHE KNOW??”
Bottom line, their assumptions will cost them. =) And they will cost you.
Don’t assume you know your target market. GET to know them… intimately… better than anyone else and the rest of your marketing will fall nicely in line with the rest of your goals.
