One of the things I know for sure is that business success is not built on an entrepreneurs desire to make money first and foremost. It is built on the entrepreneurs’ desire to make a difference by providing services that offer a solution to a problem or pain point that their intended client has. This desire to make a difference cannot be artificially created or conjured by the business. It has to be real, authentic, transparent, and easy to detect.
You know that slimy feeling you get when someone is pitching a program or service that has been developed and marketed by someone who really doesn’t give a rat’s behind about the potential client’s problem but is acting as if they really care. You can spot it a mile away and my guess is that you quickly delete the marketing pitch. I know I do that and I would bet you do too.
By your spending the time to know your “one” person who represents your target market, you definitely get to know where the target client has pain and how they talk and think about it. Also you have created a unique solution for alleviating that pain. And you believe that your solution will bring them relief.
Your challenge is to design a marketing program (marketing mix) utilizing the 4 “P”s: product, price, placement and promotion. One of the most effective ways to get ideas for an effective design is to have a series of focus groups work with you in creating the marketing program. A focus group is defined by Wikipedia as “…a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.”
Utilizing focus groups may sound a little intimidating but actually it doesn’t have to be. It can be as informal as getting your friends and acquaintances together for pizza and asking them questions about your ideas for a marketing program. Or if you like, you can download an excellent PDF guide for running focus groups, prepared by Elliot and Associates: How to Conduct a Focus Group (control click to download the document ).
For impatient entrepreneurs who just want to get on with it and not do this research, I totally get what you thinking. To you it might seem like getting ready to get ready which indeed is a time waster. However, this type of research on your part will give you more opportunities to offer your solution to your target market. After all, that is why you are in business—isn’t it?