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May
You have started your business. You know
what you do better than anyone else. Now, you must understand
who will benefit the most from your skill. This is one of the
most overlooked steps in every startup, in every business -
large and small.
Just think, how many times you have looked at
a cool gadget at the Sharper Image, enjoying its beautiful
design and wondering who on earth will ever need that. Well,
stores like the Sharper Image create a whole brand around unique
and unusual products. If you are not in the business of unusual
and one-of-a-kind products, you must focus on
understanding who will benefit from your product.
who will benefit from your skill or the product. These people
are your target customers. They represent your target
market. Chances are, you already know who they are.
Think of your customers not as individuals, but rather as
representing affinities - moms, dads, working moms,
pharmacists, florists etc. Everyone belongs to at
least one group with shared characteristics. Many belong
to two or more groups. Understanding these affinities will give
you a crisp idea of how to target your marketing efforts, as
well as how to package and price your product.
Build a
customer-driven strategy.
Do not to "fall in love" with your
product. Constantly, to the point of obsession, think
about why each of your target customers would choose your skill
or product. Think about the affinities, not just the people you
know. Convenience, price, novelty - all are possible and
all good value propositions. Everything you do - from the
pricing and packaging, to the messages, to your web site, must
be done with the customer in mind. Put your personal preferences
for color, wording and design aside. The only question you must
always ask is "What will my customer want?"
Do you have a question/ Drop me a line at
daniella@mindzone.com.
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Daniella Russo is the CEO of Mindzone, Inc. Since 1999
Mindzone has helped businesses reduce time to revenue, launch
their brands and create successful marketing strategies. To find
out how Mindzone can propel your business or idea into the
marketplace, drop us a line at
info@mindzone.com.
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