By Kevin Oubridge (United Kingdom)

WHAT’S YOUR TARGET MARKET?

Everybody knows that successful marketing is about keeping your options open. You offer a wide range of services to as wide a target market as possible, meaning you sell more of your coaching services. It stands to reason. Except that this notion is profoundly wrong! The way to keep your options open, particularly for sole-traders, is to be very specific about who you work with and how you can help them. This helps you come up with a meaningful value proposition or elevator pitch, from which you develop all your marketing messages.

When you are clear who you are marketing to, you can decide where and how to connect with them, how to engage them in conversation about your service and how to convert them to genuine prospects and, ultimately, to paying clients. Your marketing has real purpose and direction and you win business. What’s more it’s the sort of business you want, because it’s what you set out to win in the first place.

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Source: iCN Issue 5 (Leadership Coaching); pages 62-63