Who Is Your Client?
Who are your potential heavy-using, high-yield customers? Hint – Don’t say everyone.
You should know the answer to this question or you are going to spend a lot of time turning in circles. As Bob Hoffman says, for example in fast food like many industries 30% of customers are responsible for 70% of the business and although this rubs people the wrong way in their efforts to please the entire population of the world you should be aiming your product at your heavy-using, high yield customers regardless of their characteristics.
You will save a lot of money and time by targeting the right people and the right people sometimes aren’t the people you thought you were going to have. If someone makes the leap of faith to buy your stuff then regardless of who you dreamed up when you were eeking out your business plan with the eggheads as the potential client, the real client is right in front of you and right now. So don’t keep trying to sell to the potential clients and start selling to the real clients.
These are the people you are communicating to. Their needs are immediate and match your product which may not be the case of your lighter users. Now look at the message you have concocted and ask yourself if you are really talking to your customers and if what you think you say is really what they hear.