On Tuesday we looked at setting up a Basic Target Market. Getting to know what they look like and how much they earn, etc. Kind of a dry picture.
Today we’re going to add some “fire” and get into the emotional hot buttons. Now we want to find out WHY your client buys from you.
We know that our Personal Trainer’s target market is a “25-40 year old woman earning a minimum of $60,000/month who wants to start an exercise program”. Feels like we’re still in the crowd though, right? How do we really stand out?
By calling our client’s name. We do this by finding their motivation.
For example: “25-40 year old woman earning a minimum of $60,000/month who suffers from fibromyalgia and wants to start an exercise program”. If I’m a fibromyalgia sufferer who knows I need to get in better shape, I want someone who’s an expert and really understands my specific needs. I don’t want any personal trainer, I want someone who’s calling my name.
Other ideas might be
- “25-40 year old woman earning a minimum of $60,000/month who wants to start an exercise program to fit into their little black dress by Christmas“
- “25-40 year old single moms earning a minimum of $60,000/month who wants to start an exercise program (and you offer affordable child care or you come to their home
- “25-40 year old Native American woman earning a minimum of $60,000/month who wants to start an exercise program based on Native Spirituality”
- “25-40 year old woman earning a minimum of $60,000/month who wants to start an exercise program to get back in shape after pregnancy”
See what I mean? Instead of being a generic Personal trainer, you are now an expert calling out the names of specific people. Now people who might not even be considering personal training may come to you because they hear you’re “an expert” in the area of their need. They don’t just need you (we all need personal training!) but now they want you, too, because you’ve called out to something inside them.
As you create your Target market statement now, see if you can find 2-3 qualifiers for your services – think location, struggle, frustration. What specific problems can you solve?
I would suggest you prepare 3 or 4 options, and then drill down to find which of those options will best help you achieve your own goals.
What’s our expanded version?
HotSpot serves men and women aged 25-55 whose income is between $25,000 and $85,000/year who have just started a business, or who have a business that is not moving forward, who want to see better results at affordable prices, in a way that won’t add to their already high stress levels.
If you’re still confused, let me offer you our free Target Market guide – just click on the picture and download it – no info needed!
How about you? Share your expanded version below!