While perched on some mediocre office furniture earlier this week, waiting for the doctor to tell me that I had bronchitis, I realized that these healers have an incredible audience to choose from. Old people get sick. Babies get sick. Women get sick. Men get sick. Everyone needs a doctor. But who needs you? Or better yet, who wants you?
Over the past few months I’ve had the pleasure to be a part of the Catalyst class, taught by Michael Burcham. One of Burcham’s many one-liners that still rings in my head is when he simply asked, “What does Lewis do better than anyone else?” Then he went on to explain that once we know what we do, then we can define who needs us.
Defining Our Audience
So we defined what Lewis does better than anyone else in middle Tennessee; we build and feed web platforms that drive conversions. Or as we like to simplify, we build conversion machines. Then we started putting who needs us on paper. Many times when thinking about who needs us, we dive off into a dream world in which we are convinced that Apple needs us. That perhaps the Chicago Cubs could use a little help promoting online ticket sales. Oh, and we know that Madden needs some help with the launch of that new game. Pipe dreaming is a great exercise, but it's not one that’s going to help you get off the ground when defining your audience. Make sure that this is an honest assessment of who needs what you have to offer. If the dogs are hungry, and they are not eating your food, then you’re going out of business. The dogs must want the food. To kick off our thought process, we asked a few simple questions in defining our audience based on our goals. We knew we wanted to continue to grow with our current clients. We also wanted to keep growing in the segments in which are experts. And our main goal was to grow in Nashville. So we defined a simple set of questions to define our audience:
- Does our current client roster fit where we are going as a company? If not, get rid of the ones that don’t match. That’s only fair to them.
- Which of our current clients have room for growth?What markets are we experts in and how do we continue to grow these segments? (We actually targeted specific companies in each segment. This is something that is a very helpful exercise).
- What Nashville-based companies make sense for us to target?A large percentage of our business comes from referrals. The greatest asset that most service based companies fail to tap into is the power of who your clients know.
Clients who you take care of want you to be successful, and they will tell others about you. Give them a reason to talk about you to their peers. Defining your audience is first about defining who needs what you have to offer. Spend some time on this exercise and find your differentiator, then defining who needs it will be much easier.