Business Blogging

You can not get there if you don’t know where you are going. Of course, if you don’t have a destination then every arrival is a success–also an accident.

Business blogging is the same as driving, you can drive around town without any particular destination, but you’ll waste a lot of gas and it will take forever!  In business, time is money, lets plan (map) your destination.

Client Profile

Your target customer is the person that, after talking with you, said “where have you been my whole life?”  This person is your high close percentage prospect, the one you can close the deal with 80% of the time.

Describe their every trait: sex, age, income, marital status, political believes, education, social mannerisms, etc.  The more details the better.

Avoid “Broad” Temptations

Of course, you want to do business with anyone…well almost anyone.  Remember that one prospect who took lots of time, argued about your price, asked for concession after concession and then went with your competitor anyways.  Remember feeling delighted that your competition got stuck with them?

Client Umbrella

Your target customer is at the center of the umbrella.  There are additional people under the same umbrella, they are just a little further away from the 80% close rate.  The language you use for the 80% prospect will also have an impact on the 50% prospects.

Where to Start

• Take a look at your current customers.  Describe your best customers, they are also your friends, ask them for help.
• Describe the personality of your best friend.
• Note the traits of your mate.
• Day dream.

Narrow each trait down to identifiable keywords.  For example, if your target client is a 35 year old woman with a college degree, then search on Google for “educated 35 year old women”.  Visit each of the top ten websites and take notes.  Is the site just using the keywords OR are they using language that would be preferred by the target audience?

Client profiling is NOT an exact science, but you can learn a lot by reading how other people write for different market segments.

Ed Bejarana
BusinessBlogging.net
a division of Zenith Exhibits, Inc.