Let’s continue to explore Brendon Burchard’s 10 business building blocks for an expert empire.
Step 2) Pick your audience
This is what we call your target market or who you are going to serve. Many new coaches try to resist this by saying that they can help anyone. But as Brendon says, you do not have the time nor resources to market to the entire world.
There is a group of people who needs and is willing to buy your services, but in order to find them you need to define who they are. Only then can you create effective marketing that will draw them to you. Your definitions of your target can include demographics, psychographics (mindsets), and motivational metrics. Motivational metrics include things like are they actively searching for a solution, how urgent is their need, and what other options are there for them.
You can also chunk it down by breaking the possible target market into smaller segments. Do this by identifying a group of people with 1) very specific identifying characteristics, such as people starting a home business, people with dog problems, or people who need to lose weight; or 2) problems that you can solve, such as people recovering from breast cancer, people deciding on a new career, or people in search of their life purpose.
Think about who will most benefit from you services. It should be a specific group of people that can be easily found online. It’s much easier to market your coaching business if you narrow your focus down to a certain group of people. You need to know who you want to target for your services.
Step 3) Discover your audience’s problems
In order to create marketing materials that are appropriate for your audience, you need to understand their needs and buying behaviors. You need to be able to speak their language. You do that by talking to them—through forums, surveys, phone calls, networking, and online group discussions.
What you want to know are things like, what do they want to accomplish, what frustrates them, what have they done to improve the situation that didn’t work, and what would it take to get the problem solved.
The more you can know about your audience’s pressing needs and ambitions, the better equipped you will be to provide problem-solving information and services that they will buy and consume.
Interestingly enough, these 2 steps are universal in the business training arena. And in fact even before I read this book, I included these steps in my basic coach business training course that I offer several times a year. You need to get these two steps completed before you start marketing your business.