Target your Market to the 4°
Posted in COMMUNITY, Target market on Jul 26th, 2007 No Comments »
Last Tuesday, the National Network of Accountants (well, their Preferred Providers Network) invited me to present to them again. They asked me to elaborate on, “How to differentiate yourself.” There are so many ways to showcase your distinctiveness; this whole podBlog is dedicated to that!
I chose a different angle: I focused in the Personal Brand FOCUS FACTOR… Community. Often, I substitute a close synonym: Target Market.
In this seminar, I role played a 1-on-1 Q&A personal brand marketing session that I would do with a client. Mark Badami, Certified Financial Planner, and director of retirement planning for the National Network of Accountants graciously played along. My line of questioning helps to illuminate the referral-generating value of target marketing.
Everybody had a copy of the Community Target Market Story worksheet: You can e-mail me for one or just draw it yourself: 4 progressively smaller rings. 3 intersecting diagonals creates 2 big areas and 4 smaller segments.
The story of your prospect Community answers the 6 questions:
- Who - demographics, labels
- What - psychographics, frustrations
- When - seasons, regulations
- Where - groups, subscriptions
- With - complementers, competition
- Why - your personal brand appeal
Not clear? The audio of my seminar will walk you through an example of filling out the worksheet, and thus targeting your market to the 4°.
At my seminars, there’s usually so much chatter between me and the audience: I’m asking them questions; they’re asking me questions; I’m facilitating small-group exercises. This time, there was pin-drop silence as people listened to our 1-on-1 role play attentively! (It kinda freaked me out - as you may notice.)
The seminar is 33 minutes long: Download it for your iPod (or make your iPhone useful), or have a “lunch’n'learn” with friends!
How focused is your target market? Tell us about it… How many “degrees of ..who..” do you focus?
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