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| by The Conscious Copywriter, Charlon Bobo |
Another inspired week is upon us. To empower you with direct resources to increased, measurable results, this week's features include:
Charlon Bobo is the founder and team leader of EditCopyProof | Internet marketing solutions for conscious and green-minded entrepreneurs. Proficient in many diverse writing roles, her expertise spans more than 25 years. This solid foundation offers you a single and final destination in your quest for extraordinary press-ready services including copyediting, copywriting and proofreading. Visit us TODAY at EditCopyProof to submit your Request For Proposal. |
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| Charlon Bobo |
Be Bold: Narrow Your Target Market To Increase Sales Responses
I am in the process of restructuring my
marketing approach and redefining my target
market. In doing so, I'm strategically
diminishing my prospective clients to focus
only on those who resonate with my new vision
and direction.
If that sounds scary to you, listen. You cannot be everything to everyone. Why waste your marketing effort writing bland copy to appeal to the masses? During consultations, when I ask a new client about the perfect customer for their product or service and they say, "Everyone," I know they haven't done a target market analysis. In short, thinking your product or service is for everyone doesn't allow you to effectively market your business. Let me give you an example: You sell glittery, sparkly hair accessories. With that one bit of information, is your market really everyone? Including 60-something-year-old men? Women with alopecia? Tween boys? Not so much! What if you sell training programs that teach parents how to maximize home schooling materials? Is your target market children? High-powered corporate business owners? Single men? Again, not so much! So, narrowing your target market may sound like a bad idea... at first. However, soon you realize that by writing focused content that speaks the language of your prospective audience, you are actually more likely to increase sales. Example 1: Joe Blow's Consulting -- We provide business consultations. We focus on client satisfaction because that's how we stay in business. Call us today for a no-obligation assessment to determine how we can help you. Appointments available now! Who is their target audience? I don't know. Why are they qualified? I don't know. What do they do? Provide business consultations, but the information leaves me with way more questions than it answers:
OR Shorter version of Example 2: Joe Blow's Consulting -- Providing strategic consultations to new entrepreneurs with employees to ensure streamlined hiring practices are in full compliance with state laws Who is their target audience? New entrepreneurs with staffs of 3 or more Why are they qualified? Based on 22 years of Human Resources experience in small- to medium-scale corporate environments... What do they do? Provide content-rich strategic consultations Quite interestingly, narrowing your target market saves you a considerable amount of time. It weeds out all those who are not your focus. In fact, the magic of being tightly niched is that in reviewing your content, people will automatically "disqualify" themselves. That's okay. You haven't lost a sale, you've actually gained time and energy you didn't know you had the potential to lose! See, by being specific, you are actually using a savvy marketing technique to pre-qualify potential clients. Using the same example above: Joe Blow's Consulting -- Based on 22 years of Human Resources experience in small- to medium-scale corporate environments, I provide content-rich strategic consultations to new entrepreneurs with staffs of 3 or more to ensure streamlined hiring practices are in full compliance with state laws. based on this company description, a prospect will automatically disqualify herself if she seeks:
Your homework assignment: Review your tagline, by-lines, online marketing content, Home page and About page with a fresh eye for the Who, Why, and What of your business. Rework your copy to speak to one (imaginary) person within your target market or hire a pro. (Writing to a specific person helps you focus on creative compelling copy.) Don't be afraid to narrow your niche. It is only by appealing to a very specific market that your efforts are maximized and enticing enough to secure a sale. |
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| Dotsie Bregel, founder of National Association of Baby Boomer Women |
For Baby Boomer Women, Social Networking is Essential
The fastest growing group of folks turning to
the Internet to connect, share information
and support each other is baby boomer
women.
And the talk taking place online for this 44-62 age group goes beyond, "Hey, are you feeling those hot flashes?" Baby boomer women are talking finance, retirement, ways to re-invent themselves and how to stay healthy for their children and grandchildren. Several years ago, I decided to start my own site dedicated to boomer women called National Association of Baby Boomer Women (NABBW.com). I've learned so much simply by connecting baby boomer women to one another and giving them a place to share their stories and support each other. Full article |
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| Charlon Bobo |
My timing vs. Universal timing
I don't always understand the timing of life
circumstances. When I know I've done my part,
often the challenge is in letting go until
the perfect manifestation of my
efforts unfolds.
Although it is not usually in alignment with MY timeframe, there is a quiet confidence in knowing the Universe has its own timing... a behind-the-scenes coordination of events scheming to bring my dreams to fruition. It is much more complex and perfect than my own plan. I'll rely on it even when it doesn't seem to be working because eventually, something awesome always materializes. On life's path of continual discovery and enjoying the journey with you! In Sisterhood, Light & Love, 
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