Marketing Motivators – Segmenting your Ideal Clients

By Jerry Bellune

In marketing, one size does not fit all.
Your market has people with many needs and wants.
You must decide which:
• Needs and wants you can satisfy.
• Who wants them and at what price they’ll pay.
• What characteristics make up your target audience.
That’s how smart marketers segment their offers.
Segmenting improves result and controls costs.
You don’t market to the universe.
You market to those you want to do business with.

For example, our friend Ruth King has a new eBook.
Ruth calls it “Financial Statements Matter.”
It’s written in English rather than accounting babble.
In it, Ruth shows you what you can discover from:
• Your financial balance sheets.
• Your profit and loss statements.
This helps you make better business decisions.
Ruth segments it for her five basic target audiences:
• One for retail business owners.
•Another for those in service businesses.
• A third for home based businesses.
• A fourth for HVAC and plumbing businesses.
• A fifth for irrigation and landscaping businesses.
The basic concepts are the same.
Each version is tailored for a specific audience.

We should do this in attracting our target clients.
We don’t create or offer products and services for everyone.
Leave that to Walmart, Target and other big box stores.
For example, we publish newspapers.
Our target subscriber decision makers:
• Live in Lexington County, one of the state’s most affluent.
• Have household incomes $75,000 a year and up.
• Hold conservative values but not all are Republicans.
• Are avid readers age 50 and up.
• Have keen interests in community betterment.

Our other clients are our advertisers who:
• Own or manage small to mid-sized businesses.
• Have one or more stores in our county.
• Need to reach affluent, local consumers.
• Find print and online advertising effective for them.
Our decisions are made on satisfying both groups’ wants.

We will discuss segmenting in detail Friday, August 28.
It will be at the Cayce-West Columbia Chamber.
These secrets have been known for many years.
Highly successful people understand and practice them.
There’s no reason you can’t practice them, too.
For details, call us at 359-7633.
Or email us at [email protected]
We’ll send you an Early Bird discount.
This will get you started on the road to greater success.

Next: Picturing your Ideal Clients
Want to share this with a friend? Be my guest.
We only ask that you tell them where it came from.
Invite them to send me their email address.
They can reach me at [email protected]
I’ll email this strategy letter to them each week.
©2015 The Bellune Company, Inc.
Neither MidlandsBiz.com nor The Bellune Company, Inc. makes any warranty as to the results that may be achieved from using this information. ©2015 The Bellune Company, Inc. All rights reserved. Requests for permission to reprint or circulate may be obtained by emailing [email protected]