Having clarity around whom to advertise and market to is no small feat.
Business owners often do things backwards, which isn’t ideal, but it’s also not the end of the world.
Many advertising and marketing efforts are failing because businesses aren’t communicating effectively with their target audience.
More often than not, this is due to a lack of clarity. In many cases, marketers are just throwing lines out there, hoping someone will get hooked.
Clarity is often the most challenging phase of business (because it’s so personal), and many entrepreneurs just want to dive into revenue generating activities. (You know, the fun stuff.)
However, if you don’t know who you really are and who you’re actually serving (and what problems you’re solving for what audience), then it’s going to be an uphill battle. A very difficult and exhausting one.
In this article, we are going to explore two areas where creating clarity are a MUST for business owners – and the sooner the better!
Getting Clear On Who You Really Are
Many successful businesses are built from someone wanting to solve their own problem or pain, often because the marketplace doesn’t quite have what they’re looking for.
Here are some questions to get you thinking:
- What’s important to you?
- What’s your “WHY”? (Check out Simon Sinek’s book, Start With Why)
- What keeps you up at night?
- What motivates you to get out of bed in the morning?
- Who do you love? Who do you hate? These can be real life people or fantasy characters.
- What inspires you?
- Who are your heros? Really get into why your heros are your heros?
- Who influences you consistently? Business leaders, spiritual leaders, artists, political figures, etc.
As you deeply investigate who and what is actually important to you, the experience you desire to create for your customer will be uncovered.
A good place to start is to determine your core values. They define the essence of what your business is and how you act within it.
Knowing your core values offers a solid foundation for making better business decisions.
If a decision supports your values, then it’s likely a good idea to move forward with (or at least explore).
Businessdictionary.com defines Core Values as:
“A principle that guides an organization’s internal conducts as well as its relationship with the external world. Core values are usually summarized in the mission statement or in a statement of core values.”
Some common core values include: growth, integrity, authenticity, honesty, transparency, teamwork, compassion, respect and accountability.
Search Google for lists of core values, there are endless resources out there. Try to shortlist your values down to a top five.
One of the most powerful ways to attract like-minded people, both customers and employees, is to know as much as you can about yourself, the solutions you provide and who you provide them to. This will help to get everyone on the same page.
To take this a step further, consider your ultimate vision for yourself or the company and also your mission statement.
Here is a great visual example from HoltCat.com:
Getting Clear on Who You Serve
Now that you know who you are, let’s look at finding clarity around who you serve, also known as your target audience.
You MUST get clear on who your ideal customer is, where they hang out and what their challenges are.
It’s nearly impossible to serve every one and, quite frankly, it’s silly to even try.
Your ideal target audience is the group of people that find what you have to say or the problem you solve, the most meaningful.
Once you’ve identified an audience, you’ll want to continue refining it down into single buyer personas.
Then, you’ll know EXACTLY the person you are talking to and crafting your message becomes much faster and easier.
The bonus is they will know you’re talking to them and you should see your response rates rise as you continue gaining clarity.
Here are some key questions to consider:
- What keeps them awake at night?
- What do they fear?
- What are they angry about?
- What frustrates them?
- What trends occur in their business or life?
- What do they desire the most? (Is it a secret?)
- Do they make emotional or logical decisions?
- Who else is selling something similar to them?
The Problem that You Solve
Good businesses solve painful problems.
As mentioned, people who have had success typically started their business to solve their own problems. It gives them the motivation to get up every morning and weather the storms that are inevitable.
This is why having clarity on who you are and who you serve is so critical.
When you’re knee deep in the problems, having that True North compass around will keep you sane and, hopefully, on track.
Make sure you’re solving a meaningful problem that people actually have. Start with the overwhelming big problem and work your way up from there.
When it comes to this kind of work, we’ve really just touched the tip of the iceberg.
Get serious about deeply understanding and cultivating clarity around your business. If you do a good job, you should notice improvements pretty quickly. Projects should take less time and response rates should increase related to your advertising. Your marketing messages will become more concise and your team will start to speak the same language.
There will be waves and storms that we have to pass through.
It’s called life.
Storms will push us off course and unless we have the coordinates to re-calibrate with, we are in danger of getting lost. In this story, we could end up alone on an island wondering aimlessly, searching for food.
If you already have a virtual assistant, you may want to involve them in this process. Alternatively, if you’re considering on-boarding a virtual assistant, this work will help them attain clarity about who you are, who you serve and how to communicate with your audience. It means that they can be more effective with the projects you delegate.
Contact us today to find out how a virtual assistant can help you.