Sally Curtis walks through the "gift of hindsight" method: look at your best, easiest clients, find what they have in common, and build a target profile from there. She offers a worksheet and case study to get started, plus tackles the tricky problem multi-site businesses face when local needs clash with corporate targets.
Chapters
Hi, Sally Curtis here. As I've mentioned before, I really love and am very, very passionate about keeping business really, really simple, uncomplicating it for you so you can spend more time with your loved ones. So we've got a workshop coming up shortly, and I'm going to be talking to yourselves and the other business owners in the room about how to define your ideal target market. And if you're one of many that has just groaned or rolled your eyes, that's totally okay. I get it because the next question that's going to come out of your mouth or is rattling around in your head is, but how? And I'm going to share with you now one of the best-kept secrets of how you can actually define your ideal target market. And that is simply by using the gift of hindsight. And that is something you already have within you. And what I mean by that is looking back to actually look forward. So that's to look back, to look forward. So look back at some of your really great clients that you either currently have or have had. The ones that have been, you know, your top 10. They've been really, really easy to work with and joyous and just, you know, a real pleasure. Really great clients. They pay on time, they get the work done, and they often bring other clients to you. So that's what I mean by looking back at your top past ideal clients. Now, before you overcomplicate it, as many do, I don't mean your entire database. I simply mean 5 or 10 or 20 of your ideal clients, and actually then go through and work out what are the commonalities within them, because that will start to give you a profile of your ideal target market. So what you've got the opportunity to do is actually download this worksheet. We'll actually take you through that process. Obviously we'll go through it more in the workshop, but if you want a little bit of a head start, it's also got a great case study and a bit of a story in there, which is a very typical one that I experience when working with small business owners in particular to start off with. I do work with big business as well, and a commonality I see in big business or multi-site owners is that there's often a mismatch between their local person and the corporate ideal client. So we'll actually also talk during the workshop how to really benefit and really drive that localised ideal target market whilst we overlay it with the corporate target market, which often can be a little bit different. So I've got lots of tips to share to keep business really, really simple and uncomplicate your advertising and your marketing so you become much more profitable, you get back to your family and you have a whole lot more fun in your business. So I look forward to meeting you soon. Don't forget to check out the worksheet. It is a worksheet, but it won't take that long, and you'll laugh at yourself during some of the— reading some of the stories and the case studies. So have a fantastic day. Look forward to meeting you soon. Bye for now. Bye.
