Know Yourself and You’ll Know Your Clients

Allison Bliss, www.allisonbliss.com

“All the tips and tricks in the world don’t work unless a business has a good service or product for which there is a market,” contends Allison Bliss, director of a marketing communications agency that serves many small, growing companies.

“It also saves time and cost to conduct some basic market research to define your target market (it may not be what you first expect), to position, package, and promote your business effectively.” Bliss points out,

There are many easier ways to do research now than even five or ten years ago: Using search engines, social media, and Meetup groups discussing your business topic. In these groups, you can listen to what they need or value and work that into your business plan. By adding a new option or variation that your research reveals, your sales could skyrocket. For example, if there are dozens of piano teachers in your market area, perhaps you could stand out by teaching jazz instead of just the typical classical standards.

Market research doesn’t have to force you into an uncomfortable box. When businesses position their company based on their own unique spirit or passion, they feel more comfortable in their marketing efforts and generate better results. Instead of trying to find a market that could afford your services, it’s far smarter and easier to find a market that you really want to help, or those you truly care about. Use your uniqueness in positioning to promote your business, so you gain a better market share, and attract the clients with whom you want to conduct business.