A brilliant idea is not profitable until it is marketed to people willing and able to pay for it. There are plenty of services offering "Search Engine Optimization" and "lead generation" lists, as well as a myriad of products to "target" your intended clients with web or mail marketing. But do you know who you want your clients to be? This article states right in the headline that it's "wooing affluent consumers." How many of you are brave enough to introduce yourself at a Chamber of Commerce meeting or cocktail party that you target "affluent customers" or "high-net-worth individuals"?
Now, it's hard enough to articulate that when it's true. But the point is more that you need to know what kind of customers you want, what kind of customers you have, and why there may be a disparity.
It takes both soul-searching and market research. Perhaps you wish you could target only "The One Percent," but in reality your products and services are more appealing to middle-income people looking to find high value at a reasonable price. Talk to your customers and listen even if it's not what you're hoping to hear. You can either adjust your products and services, or adjust your marketing.
Now, it's hard enough to articulate that when it's true. But the point is more that you need to know what kind of customers you want, what kind of customers you have, and why there may be a disparity.
It takes both soul-searching and market research. Perhaps you wish you could target only "The One Percent," but in reality your products and services are more appealing to middle-income people looking to find high value at a reasonable price. Talk to your customers and listen even if it's not what you're hoping to hear. You can either adjust your products and services, or adjust your marketing.
RSS Feed
