knowing your target market & USP

You can waste a lot of time and money marketing to the wrong people or sending the wrong message. 

One of my starting points when coaching clients is to ask who their best customers are and why they buy from them.  You can spend a lot of money on formal market research or follow this process to get the same result.

1. write a list of your best customers (you should be keeping a database)
2. contact 10-12 asking if they would mind participating in some online market research you are doing to improve your customer service
3. write around 10 qualitative survey questions to discover why your customers' buy from you and not your competitors
4. send the surveys using a free online program like Survey Monkey
(https://www.surveymonkey.com) giving a deadline for completion and nice cover email
5. study the results and highlight key phrases
6. summarize your research into rational and emotional benefits
7. ensure these benefits are then clearly articulated in all your marketing communications

Write your questions to discover the following:
- what was the problem your customers were looking to solve when they found your company?
- how did your customers first find you?
- what attracted them to your business/service/product?
- why do they keep buying from you and not your competitors?
- is there something your customer wished you also offered?
- what are they key features of your product/service that appeals?
- if they were selling your product/service to a friend, what would they say?

Ultimately you are looking for your UNIQUE SELLING POINT.

And while you're there, it's a great time to ask if they would mind you quoting them on your website or asking them to write a testimonial or review.

Feel free to contact me if you need any help writing and sending a survey to discover your UNIQUE SELLING POINT and to define your best most profitable target market.