5 key areas to define for your niche
If there's one area my clients all need help with, that area is their niche. When I ask people to describe their target audience, nearly everyone launches into demographics.
It's important to know the demographics of your target audience, but if you want to grow your know, like, trust and connect factors then you need to dig a little deeper. You need to delve into what makes them tick ... their psychographics.⠀
Psychographics is the study of personality, values, opinions, attitudes, fears, routines, interests, and lifestyles.⠀It is the information that will help you to know your market better and move your business closer to the people who are likely to buy your products and services.
Choosing a specific audience for your business is a powerful form of focus. It allows you to concentrate your resources on the specific customer or client types that want what you have to sell. However, concentrating solely on the demographics of your audience means you are missing a key piece of the puzzle.
What factors should you add to deepen your understanding of your target audience? Here are 5 key areas to explore : ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 1) Beliefs - egs: my customer ... believes that good things happen when you make them happen, I am different, I can achieve, I am not worthy. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 2) Routines - egs: my customer ... volunteers regularly at a charity of their choice, spends time in nature every week, takes part in a group exercise programme, has a hobby. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 3) Fears - egs: my customer ... worries they are not enough, is concerned for the nutritional health of their family, fears loss of income in the event of a major health event. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 4) Attitudes - egs: my customer is ... motivated, ambitious, self-giving, friendly, grateful, forthright, optimistic, tolerant, decisive. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 5) Values - my customer values ... independence, kindness, authenticity, honesty, reliability determination, spirituality, respect.
Don't forget to keep reviewing and refine ...
People age, expand their knowledge, grow and change ... and your market does too. Understanding the people that make up your market is a task that never ends. It is an ongoing process where you can constantly learn more about the people with whom you want to connect.
In fact, not staying current with where your market is and what they are thinking can quickly make your product or service obsolete. Today's 'must have' can become tomorrow's 'redundant need'. Moving with your market is critical for survival in a fast moving world.
The better you know your potential customers, the better equipped you are to offer the products and services that will solve their problem and create the kind of content they’ll appreciate which will lead them to buy what you have to offer with ease.
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by Debra Hill
Business & Mindset Strategist
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