In this 6-part series, I’m offering tools to help you determine the market that is best for who you are, what you do, and that will actually buy you. I can’t possibly underestimate the importance of a niche-market or underestimate the difficulty in getting this right for most coaches, consultants, practitioners and speakers. This is Part 4 in the series. Be sure to read the previous posts for all of the tools, then blend them together for your Perfect Buyer mix.
#4. With Whom Do You Have the Most Credibility?
You must go where you are seen as valid and valuable. Many clients come to me and don’t consider this at all, let alone thoughtfully. Here are some questions to help you:
- Where do you have solid contacts? Do you have them from your previous career? From your PTA days? From your church? This is one of the very first questions I ask, in large part because you do not want to make business any harder than it needs to be! Go where you have contacts, but also, go there because where others know you, you have credibility.
- What have you experienced and conquered? Yesterday, my advice was, “be your market.” If you have gone through something that your market has gone through, as well, you have instant credibility. Downsizing; divorce; teen motherhood, etc. In determining your market, look for the experiences you’ve had because your success journey will be wanted by the market going through the same thing–and they will buy you because you are credible.
- Who would resonate most with your beliefs? Like-minds find each other credible. If you say something that causes others to fervently nod their head in agreement, you have credibility with them–even if you lack experience in what you do. Even if it is a market in which you have interest, but no contacts. If you believe in something they do, you are one of the tribe. I always delve deeply into my clients’ beliefs, and eventually have them include them in their marketing because inspirational marketing works for this very reason–you are powerfully credible with those who share your philosophies.
By now, you must be getting ideas. Who is a strong contender for your target market?