099 Gene Hammett | Your Truth vs. The Truth

Listen to the Episode Below (00:18:25)

_099-Gene-Hammett380x380Your truth determines your future. Your truth is supported by the beliefs you have. Your experiences and stories are very much connected to how your belief system is developed. However, your truth is quite different than the absolute truth. What can do about your current truth and how can you discover truths that will benefit you? This special episode aims to uncover how your beliefs shape the actions you take and the actions you don’t take. Are the current beliefs you accept as TRUTH getting in the way of your success?

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Gene’s Target Audience: Gene works with entrepreneurs who want to find the perfect match between their unique value and the people who will become their best clients and biggest fans. That perfect match is their “bullseye,” where they can add the most benefit and create the greatest wealth.

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098 Ace Chapman  | How You See the World Defines Your Success

Listen to the Episode Below (00:25:45)

Ace ChapmanThe way you see yourself and the way you see the world shapes what you believe is possible.  All business owners have periods of doubt that are caused by an inner conflict.  It can stop you if you let it.  Ace Chapman shares his journey today where he found it much easier to buy businesses rather than start them.  This is how Ace sees the world now. Listen in to the advantages that you reap when you buy a business that has already suffered through the “lean” years.

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Ace’s Target Audience: Ace help business owners who are looking to grow through acquisition or looking to come up with an exit strategy to maximize the amount of money that they can make when they sell their business.

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097 Roger Whitney | Cash Flow with the Retirement Answer Man

Listen to the Episode Below (00:21:47)

Roger WhitneyMost financial planners dance to the same song. Today’s guest has a different approach to financial planning that business owners can appreciate. Roger Whitney, the Retirement Answer Man, shares how thinking like a business owner can improve your own cash flow. Roger shares how many business owners never get out of the mindset of “hard work” after they become successful. Discover the real reason why emotions are so important when comes to understanding money too.

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Roger’s Target Audience: Roger’s target audience includes stewards and delegators. They usually fall within the age bracket of 45- 60 and are beginning to positions themselves for the ‘end game’ phase of their lives and their businesses. They are in the midst of wanting to make smarter financial decisions and are wondering how they are going to make it all work.


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Small Business is not a Target Market

This post is NOT for those that work at Walmart, Coke, Fedex, Microsoft or anyone else that has the budgets, resources and opportunities available to “BIG” business. It is for small businesses that have limited budgets, strained resources and in general less than 1000 employees (but usually WAY smaller). This post is for the small business- entrepreneur.

I hear so many entrepreneurs tell me they are comfortable in having a broad niche and they *think* that variety makes them great. I understand this all too well. In fact, in the early years of my business, I would have described my target market as “small business,” which was too broad. But I learned the hard way that having such a fuzzy audience is no way to build your business. With all the competition out there, you have to be crystal clear about who you serve and demonstrate that with a smart marketing message.

Back when I defined my audience as “small business” I had clients, but it was really hard for me to develop a steady stream of leads and even harder to make conversions. I always wanted to write a book and develop programs for my business, but until I found a true target market, I struggled. Once I narrowed my niche, I found that many of my marketing decisions flowed better. I knew which events to go to for networking and how to develop offers for my market using my target market’s language and examples that directly connect to them. I knew how to create content that would connect my audience to me and my brand.
If you agree with this concept…read on.

What is a “target market”?

It is a clear description of who you serve. It can be either vertically or horizontally focused. Think of it this way: vertically focused is aligned with a specific industry, e.g., real estate or financial services.

Horizontally focused is not as easy to describe because they can be any one of the following:

  • Demographic – based on the person, e.g., women owned firms
  • Stage – companies can be described by their stages, like new, start up, growth or established phases
  • Challenge based – what problem does the client need (e.g., increase online conversions or registrations)?

Any of these will work to narrow your target market. But if you really want to develop a strong position, you should select a vertical and horizontal focus to have a “niched company.” A great example of this is wtalkie.com run by Brett Neal who develops WordPress websites for cement construction companies. His strategy has produced amazing results so far. For example, Brett recently got the chance to speak to a room full of cement construction executives and walked away with 13 projects from that one speech….one speech!! (talk about some focused marketing efforts!). Brett knows this business and has stacks of references and testimonials that directly relate to this narrow target market.

Your target market will seek you out if you write your web content and emails directly to the heart of what really matters to them. If you create a video that addresses them directly and with empathy you will get more clients. This is true because I have seen it work for so many clients and I have seen it work for me (remember I am a Business Coach to Entrepreneurs that want to find their target market and the profitable niche just in case you forgot).
One final thought here…Your “target market” must be black or white.  This means that people will see if they are included in your target market.

This means that your client will positively associate themselves to that target market. The stronger that someone will defend that position, the better your target market is. It is critically important to have clients see themselves based on the words you use. Don’t pick some cute- fancy name just to be different. You want your target audience to easily recognize who you are.

Now after you find your “target market” you have to do some work to find your niche. Look for our next post about finding your niche.

I would love to hear more stories from you about your target market. Leave me a comment to start a conversation.

Related posts:
Episode #034 – Gene Hammett | Discovering Your Real Target Market

096 Carolina Albano | Using a 100 Year Vision to Drive You to Greatness

Listen to the Episode Below (00:25:27)

Carolina AlbanoAll leaders have a vision of the future that filters out distractions that come along with being an entrepreneur. Many times the vision does not come with the “how” of accomplishing it, because what they see is so big. Today, my guest Carolina Albano from Wholly Pops had a vision of a bright future where our children are empowered by natural food and healthy choices. Carolina’s journey has not been easy and her time in the trenches continues, but I wanted to share her story with you to inspire you to envision bigger where you don’t get stuck in the “how.” See how Carolina’s 100 year vision allowed her to break free of the trap of a job and become a social entrepreneur. After listening, check out the videos on The Wholly Pops KickStarter campaign.

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Carolina’s Target Audience: Individuals who strive to maintain a healthy lifestyle and are looking for healthy treats/sweets.

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095 Gene Hammett | Why Content Marketing Is Not the Silver Bullet

Listen to the Episode Below (00:19:22)

095 Gene HammettContent marketing is all the rage. To some people it’s just a buzzword, but content marketing real. I wholeheartedly believe in content marketing because creating valuable content for your website such as blogs, videos and audio (i.e., podcasts) is important to grow your business. Every business that has an online presence is judged by the content they publish or don’t publish.

If you are still reading, then you know about the value of content marketing and you know you can’t just stop publishing content. You’ve got to take steps to promote your content to specific people looking for it. Inside this episode, I share a number of ways that you can get your content directly to your ideal clients to generate quality leads for your business.

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Gene’s Target Audience: Gene works with entrepreneurs who want to find the perfect match between their unique value and the people who will become their best clients and biggest fans. That perfect match is their “bullseye,” where they can add the most benefit and create the greatest wealth.

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094 Wes Schaeffer | Do You Believe Sales is a Dirty Word?

Listen to the Episode Below (00:23:42)

Wes SchaefferSales to many people represents the pushy and sometimes even the slimy. When you have even the slightest resistance to sales, you tend to look for ways to avoid it. Let me share a secret with you: this kind of thinking is hurting your business (and your bank account). Wes Schaeffer from The Sales Whisperer talks with me about Sales and the mindset that creeps into our heads causing us to make excuses about not making that sales call or even that follow- up call that is important to our business. Listen in to this interview to shift your sales into a new gear.

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Wes’s Target Audience: Mostly small business owners and entrepreneurs- the man on the street that wants to get better. [Read more...]

093 David Neagle | The Missing Elements In Your Sales Process

Listen to the Episode Below (00:33:39)

David-NeagleEveryone is a buyer, because everyone likes to buy. That’s right: we all like to buy things because it usually solves a problem and/or moves us forward. However, there is a natural resistance to being “sold”. Discover the missing elements in your sales process with David Neagle by understanding these new principles in sales. In this episode, David shares how a shift in your own perspective can improve your sales process. When you identify the missing elements explored here, you can take your sales and your business to the next level. Join David and I as we uncover the deep wisdom in sales that’s rarely ever talked about in any traditional sales training programs.

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David’s Target Audience: David works with entrepreneurs to help them accelerate their income. His focus is on helping entrepreneurs who want to make a difference for themselves and for others. They are either in one of two places: 1) either they are trying to figure out how to make it easier for themselves so they stop struggling or 2) they are ready to take it to the next level. What David finds is that there is a mindset block in the way and he aims to help them break free of all that. Usually people are feeling stuck because they are burdened with not having enough money or not knowing how to get more money. [Read more...]

092 Abbie Burhans | The Power of Connecting Through a Live Event

Listen to the Episode Below (00:23:54)

Abbie BurhansMany people have misconceptions about events. Not all events are three days and hundreds or thousands of people. In fact, events come in all sizes. Today we talk about small intimate events that can boost your business. Abbie Burhans with Event Foundations has worked in the hospitality industry for years and she now helps coaches (and others) organize their small events to showcase their brilliance. Listen in to this episode for a dose of creativity to grow your business.

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Abbie’s Target Audience: includes small business owners, entrepreneurs, and coaches that want to grow their businesses by holding live events. Her purpose with Event Foundations is to work very closely with her clients as they are going through this process.

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091 Emily Chase Smith | Trying Harder Is Not The Solution, It Is The Problem

Listen to the Episode Below (0:27:19)

Emily Chase SmithMany entrepreneurs hold the common belief that “trying harder” will lead them to personal and financial success. They continue to try harder even though results are lacking. “Trying Harder” is not the solution. In fact, trying harder is the problem, because it keeps you from seeing what you need to see. Emily Chase Smith shares her journey from being a bankruptcy lawyer to becoming Financially Savvy. Emily talks about how she used to work harder to find her way (sound familiar?) to discovering the power of stepping back and gaining a new perspective.

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Emily’s Target Audience: Emily’s target audience includes small business owners bringing in a revenue amount of around $200,000- $2 million who are seeking to become more aware and educated about their own personal finances to prevent bankruptcy or other financial mishaps.

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