Working as a marketer for freelancers and entrepreneurs can sometimes be very interesting because you have different opportunities. Such an opportunity is to find out that many of those offering, especially personal services, are looking for clients who are just like them. For example, the coach might be interested in having the kind of customers who are interested in personal development and aiming goals, the same as him. The coach’s clients would be very similar to the coach and less preoccupied with solving problems, traumas, and other issues. That is, not the kind who are going to a therapist for solving problems, as coaching is in the goal business.
So, for example, what if a marketer has a preference for a kind of public or kind of audience that has some sort of value for the resemblance it falls to him or to her. What does that mean? It means that the marketer might hold or see a value, an interest, in marketing to the same kind of different as themselves. That implies that these people might think or choose in the same ways, but they might hang around in the same type of networks, contexts, and social systems, and they will be much more easily found there.
One of the problems that such entrepreneurs and freelancers have is that they do not consider themselves ready or prepared to deal with that audience. Why? Because maybe they think, “Oh, I do not have enough time to spend at the kind of networking events that the people like me would go to”. So, there is a tendency for some freelancers to have this kind of idea, this kind of optimal idea about how or where, or when it would be appropriate to find the right clients. But the truth is that (1) people are usually looking for solutions for their necessities, and (2) these necessities are not always the same as everybody else’s (they might be so personal that only a limited number of people would have the same interest in the exact moment). So it is often difficult to find an audience because you have to find a niche: that niche presents the challenge of personalizing, of customizing a particular lifestyle.
So, for example, what should you do if you were a dentist searching only to find the kind of customers interested in replacing their old works with quality, with top quality material? You would have to find those clients in the right place, at the right time, and be available to join a promotion. Why? Because, for one thing, the longer people live, the longer they have all kinds of interventions, such as correcting decaying teeth. But to find the person who decides “yes, I would like to replace all the works from the course of my life with top quality material, very healthy and very resistant”, that means that you will have to have the kind of advertising, that directs those people to you as a supplier, within that window of opportunity. Where do you find them? How do you find them?
Of course, any supplier’s answer is one of the top results: “Well, you find them advertising on the internet.” Yes, that’s something we can all agree upon, but beyond that, where do you go to find these customers? How do you approach them in a way that is consistent with your values and their values? Moreover, how do you overcome the resistance, the barriers of some people who might need, want, or might even be likely to use your service? Finally, what should you do to finally buy that service from you, not your competitor?
No matter how fine, how great, or wonderful you think what you’re offering is, if there is a request that means that there are suppliers, you are in competition. No matter how special you think you are by providing a particular service or product, you are in big competition because you are not only in competition with the potential suppliers. They are offering the right kind of product or service that you are also offering.
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Some consumers might accept something lower in price/quality, something different. Some potential customers might not know that you or your services exist and might not know that you have something of value to offer, so those people will buy different things. Maybe by the time you come along and treat them right, it will be too late, or they will be broken, or they will not have that necessity anymore. So, it’s not only a question of finding the right people but also of being aware that you are in competition with many other suppliers you might not know of. You might never know who will take some of the clients’ money instead of you as a supplier.
Therefore, in this search for “the same kind of different as me”, when you are looking for an audience similar to you, you also have to consider that you are not the only one. Most likely, many other people just like you are entering the competition for the attention and availability of the exact audience you are hunting for. Therefore, to have and apply this kind of promotional strategy, you need to first have a functional system of identifying the right people at the right time, and it might seem that this is the marketer’s job.
For instance, once you have a marketing manager/consultant, then it is his or her job to do just that. But first, they should think about how that ideal customer thinks. It’s very easy to think, “whoa, that kind of person just thinks like me, too”. Well, that kind of person that just thinks like you are not your client, that person is your competition, and that person is looking for clients as well.
In such a market, you need the kind of potential customers who would be interested in giving you a chance to support them and help them with whatever they want or need, correct? So, in searching for the ideal audience, you are constantly looking to connect with, keep in mind an important aspect. You have to convince the potential consumers that they might need to be a little more aspiring to be like you. Some consumers buying services or products directly from others are doing this because they are interested in having something better than what they can create for themselves, so they would have a model that they would stand up to, which is an inspiration to them. Consequently, it doesn’t matter how much you think it’s worth what you offer. It matters what the actual person paying you can be satisfied with. Can (s)he have your products or services and be happy with what you are offering when you are providing that service?
Of course, some people might say, “where there’s a will, there’s a way,” but you also have to have some kind of motivation or strategy, not just a vision. I’ve been writing about this kind of vision needing to be accurate and provide results. You may also take into consideration the impact of motivation. For example, how does motivation relate to fulfilling those needs or desires? How much inspiration do you need your consumer to have to push that button, place that order, and have those results that you want them to have? How much motivation do you need to connect to those people?
Suppose you think the kind of people you are looking for to buy your services or products might be very motivated. In that case, you must also believe that they will likely find a supplier who would provide their services very fast, or they would even solve their own problems on their own. Such determined customers might thank you for going to them; for example, you should think that you are the kind of person who would more likely offer something. Therefore, you are primarily a seller and not a buyer; this vision influences your motivation to find the right customers to buy from you.
But if the customer has the vision that “whoa, I am first someone who wants their needs to be satisfied, “that means this person is a consumer in the first place and not a seller, right? So, that person would be interested in having some offer that would connect to your vision + motivation, and when that happens, you become aware of what customizing lifestyle means. Why? Because in each person’s vision, there is a particular lifestyle that someone can have or dismiss, and when you choose to include something in your lifestyle as a buyer or a consumer, it means you already have a certain degree of motivation. It means you already picked a path, and if you are not on that path right then, you, as a consumer, have already gone beyond that. So what do these people who you were so keen to serve to do? They move on, evolve, develop, and change their needs; once a person has their needs fulfilled or definitely lost the chance to have them fulfilled, they will move on, OK?
In conclusion, you either decide to fulfill a buyer’s need in a way that a customer will come to you, supplier and say, “whoa, that is great, that deeply and completely fulfilled my need,” or you become the kind of supplier who supplies for one need, for one moment, for a few moments and then is gone. The world is full of suppliers who don’t need too much differentiation from one to the other.
One of the most challenging things to accept is that once a need has been deeply fulfilled, somebody may not need it anymore, OK? So, for example, if we are to consider that dentist I was giving as an example, once a patient had all the dentistry works replaced, that person does not need that anymore; it is a once-in-a-lifetime offer to do that service for someone. Of course, we are not referring to the benefits of the products that keep on fulfilling the same and the same and the same need that gets refilled. But, of course, people will always need something to eat or drink. So, suppose you are not in that situation where you fulfill a renewable need. In that case, you might find yourself in an exceptional niche, a very challenging niche, and the niche of making a difference in someone’s life. But I think this is the most unique and rewarding niche you can be in. At the same time, it’s one of the most challenging because, as I mentioned, you can never be sure that you will find, at the right moment, the same kind of difference as you. So, you have to be prepared to serve the potential client who might need your services to actually need them, OK? Keep this in mind while you hunt for the perfect customer or the ideal marketing strategy.
Marcus Victor Grant
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