who are your audience?

Customers are Ignoring You

(Photo credit: ronploof)

How much do you really know about your potential customers?  And your current ones?Knowing your audience is crucial to great writing and communication, but it’s more difficult than ever with the huge reach of social media and internet marketing to find out who they are.  Unfortunately we don’t all have the budget for gathering insights and market research; sometimes all we can do is ask and use our knowledge to make some assumptions.

This was one of the first issues I stumbled on when researching my business.  It’s something I need to understand for my customers before I can find their personality and write great copy; so it was a great process to go through.

When you take a local service business, it seems more obvious.  A hairdresser’s reach is fairly local and their offers define their target audience.  You can take a demographic and really focus on what motivates and speak to them, to write copy and communications that make them sit up and take notice.

But when your audience is wider, how can you reach the same goals and find a concept that really works? Read more of this post

don’t just leave the technical stuff to the specialists…

When is the right time to outsource?

How many times have you heard it?  ‘I leave the technical stuff to the techies, I’m not ‘ that’ type of person!’

All the time, whether it’s about spreadsheets, IT, numbers; it doesn’t matter.  Creative types love to leave the detail to someone else.  As a small business though, this can be a little more challenging. Read more of this post

small business and me

I come from a family of small business owners. One of my Grandfathers owned two roofing companies for around twenty five years; the other ran a painting and decorating business (my uncle still does). My Father ran a roofing business until he set up a soccer academy – more than once; on more than one continent.

None of them had the technology, education, knowledge or marketing savvy so many have today and likely had no idea of the pitfalls around the corner; the economical landscape of the nineties and noughties, or a business plan in sight. Read more of this post

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