Archive for January, 2018

Success by Berton Braley

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If you want a thing bad enough
To go out and fight for it,
Work day and night for it,
Give up your time and your peace and your sleep for it

If only desire of it
Makes you quite mad enough
Never to tire of it,
Makes you hold all other things tawdry and cheap for it

If life seems all empty and useless without it
And all that you scheme and you dream is about it,

If gladly you’ll sweat for it,
Fret for it,
Plan for it,
Lose all your terror of God or man for it,

If you’ll simply go after that thing that you want.
With all your capacity,
Strength and sagacity,
Faith, hope and confidence, stern pertinacity,

If neither cold poverty, famished and gaunt,
Nor sickness nor pain
Of body or brain
Can turn you away from the thing that you want,

If dogged and grim you besiege and beset it,
You’ll get it!

–by Berton Braley, 1916

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Category: Running a Strong & Efficient Business

Deep Thoughts about Your Target Audience

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Scaling, leveraging, redesigning, and transforming your business model means looking at all aspects of it, even those pieces you think are sacrosanct, like your target audience.

I know you have spent vast amounts of time defining your perfect customer — and even more time building relationships with the customers you have.

So when you’re rethinking your business and getting ready to take it to a new level, one place to create instant leverage is to question your target audience to look for new possibilities.

Here are some “what if” questions to ponder that might open your eyes to new ideas:

  • WHAT IF you could serve those people who also serve your customers? For instance, if you’re a small business consultant, what if you could serve the financial advisors, accountants, virtual assistants, website designers, and human resource companies who serve your same target audience?
  • WHAT IF you could serve a different target audience with the same assets you already have? Pretend for a moment that you didn’t want to offer your individual services anymore, but you didn’t want to throw away all that knowledge and experience either. Could you create a training program to teach people how to become what you are? Then they could serve your original target audience. Imagine you’re a team communication trainer, but you don’t want to offer your workshops to corporations anymore. Could you team other people how to either deliver your workshops, or team them how to run a team communication training company, essentially training the next generation and moving yourself into the “mastery” role.
  • WHAT IF you could narrow your target audience to one from a specific demographic? For instance, let’s say you are a graphic artist and you’ve been working with local companies to design their marketing materials. What if you focused solely on service firms, or solely on manufacturing firms? What if you focused only on businesses which make more than $1 million a year? Or focused only on women-owned businesses? Or focused solely on businesses with a strong social-responsibility stand?
  • WHAT IF you could ponder all the past customers you’ve had and choose the ones that you most enjoyed working with and/or the ones that were most profitable? What do they have in common?

You don’t have to make a major shift to a brand-new target audience (though that is one viable business reinvention strategy). You can re-define who you most enjoy working with and which clients are the most profitable — transforming your business to align more with your goals and values.

P.S. I’d love to hear your thoughts and questions…what are you thinking about your target audience these days?

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Category: Rethinking Your Business
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