Developing a Solution That Customers Want
Yesterday I discussed broadcasting your Unique Selling Proposition to attract Prospects who need your expertise. It is just as important to have a solution that is needed by your Prospects.
How clear are you on your targets’ top priorities?
I know the word “Freight” has 25 million sites discussing it; hard to compete there. I know that “Midwest Liquid Freight Shipping” has fewer pages and fewer competitors. I could compete more easily in that category.
If you broadcast a “Solution” you have to understand the demand. You have to understand how large of a demand. You have to understand how much competition there is. You have to understand how to broadcast to the wide range or narrow range of targets that are looking for your “Solution” or Unique Selling Proposition.
If you bake croissants there is a large market. If you bake chocolate almond croissants, there is a narrower market. If you bake hemp seed croissants you are really narrowing it down. Where are the targets for each product? You have to broadcast to the right market.
For plain croissants, I could seek any coffee and bakery shop in America and I would have big competition. For hempseed croissants I would only target health related outlets and my market would be smaller, but I might be a bigger fish.
You have to determine the demand, the competition, your Authority (ability to play) and then select the right message for that audience. Your expertise has to be in alignment with the exact market you expect to attract.
Hempseed croissants to the plain croissant market will fall on deaf ears. But to the health industry, you might peak a lot of attention. Attract the Suspects and have them engage and they become Prospects. Follow up on a regular basis with the new Prospects and you may develop a following of Loyal Customers.
See Systems for developing automatic capture and follow up to develop loyal customers.
Optimize your website for your niche.
Call me if you have questions 1-800-646-0717 Mark Kaplan or Email