Weekly-ish Wisdom from Jennifer Kem

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Is the Right Customer Buying From You?

Is the Right Customer Buying From You?

After 17+ years in business, I can attest to the fact that finding your ideal client is everything. If you’re looking to go deep as a long-lasting brand, catching the eyes and ears of your ideal client is everything. Maybe even more so than the sale itself.

“What do you mean Jen?” I’ve had clients ask. “Isn’t every sale a good sale?”

Well, let’s look at it. When you’ve been in integrious momentum that results in a purchase, there is a definite reason to cheer. But when you’ve taken action, launched like a Master Brand, and closed the cart ready to serve your Ideal Clients…that’s a reason to par-tay!

So I’ll ask you (much like I ask my clients):

Would you rather cheer for a good sale or throw a party for a great one?

Many of you have products and services based on your Brand Story (if you haven’t been a part of that action yet, www.brandstorychallenge.com has all the goods – and we’re on Waitlist at the moment but you can let us know if you want to join the next one).

In other words, your message is near and dear to the “why” of your brand. It’s a personal connection that keeps you on the lookout for people who understand who you are. Meeting your Ideal Client sparks your fire. You’re eager to work with them and discover more about why they’re drawn to you.

But how, oh how, do we go about finding these clients?

I’m going to let you in on a simple secret: you have to start with the smallest market possible.

That might sound counterintuitive, but if you’re just starting out in the business, a lot of frustration comes when you’re trying to get the masses to follow you instead of speaking to your ideal client.

You don’t want to “boil the ocean,” as I call it. For one, it’s impossible. Second, if you succeed, you’re gonna have a hard time catching fish as they’ll probably all be dead. It’s a humorous picture, but very true.

You’re a smart business owner, and you want to build a Master Brand. In order to accomplish this, you need to target the smallest market possible. And by that I mean, find a narrow group with very specific demographics so you can test if your market is there and if you want to expand it.

Don’t be afraid of testing. Branding and marketing is not a “one and done” deal. Like I said, we’re targeting long-term, long-lasting revenue. If you want to be able to choose the people that will get your genius first, you have to start by upping the odds in your favor. Targeting a specific market removes confusion and helps you stay clear and focused on landing that party-worthy sale.

Who is your target market? I’d love to hear more over in the Paid to Be You Posse. Share with us and use the hashtag #MasterBrand. You never know when I might drop in with some coaching tips and nuggets (*wink wink)

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