Businesses don’t buy products — people do. Even if your business sells to other businesses, the real value exchange happens between people, a point that becomes very important when it comes to creating and implementing your iMOS.
It is super critical that you get clear on who you are targeting with your marketing message. I’ve found that the best way to do this is to create a profile of your ideal prospect.
This profile will paint a picture of the perfect customer for your product. It will, of course, be a fictitious ideal, but it is very useful in understanding what is important to the people who will ultimately buy your product. And when you understand what is important to you your Prospects, you have solved 75% of the marketing puzzle.
You may have already spent some time defining your target audience, or niche. This helps you define a group to which you will market, and it is very important. But the Ideal Prospect Profile brings it home by helping you learn about the individuals in your audience.
Your profile should include demographic information (age, sex, location, marital status, etc.), personal traits (decision making style, personal challenges, goals, aspirations, desires etc.), and if relevant, information about the job your prospect holds. The key is to get personal, create a crystal clear image of a single fictitious person who you see as the ideal user of your product. Most importantly, your profile should include the top 3 needs or wants of your Prospect.
The Ideal Prospect Profile is very valuable when you create marketing materials. You will be able to use the information in the Ideal Prospect Profile to create a compelling and relevant advertising message that really gets the attention of the people you want to attract.
Additionally, you will find that your Ideal Prospect Profile helps you create better products, refine and focus your brand, and uncover possible joint venture alliances. Can you target more than one Ideal Prospect? Sure, but you will want to create specific materials and promotional campaigns directed to each Ideal Prospect, so start with one, get things working smoothly and profitably, and then add from there.
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