&l;a href=&q;http://www.forbes.com/sites/robertlaura/2018/03/30/the-place-where-baby-boomer-entrepreneurs-struggle-the-most-part-1-of-3/&q;&g;In Part one, we talked about Marketing Schizophrenia&l;/a&g; and the need to know your customer better than they know themselves.&a;nbsp; I also promised to give you 10 questions to help you do this as well as a formula for clarifying your business marketing.
But before I do, I want you to commit to actually answering them on paper or on your computer&a;hellip; no matter if you like them or not.
&l;ol&g;&l;li&g;What is your ideal client(s) name(s)?&l;/li&g;
&l;li&g;What is the primary age range for your ideal client(s)/&l;/li&g;
&l;li&g;What is the gender of the majority of your target market?&l;/li&g;
&l;li&g;Are they single or married? Parents / grandparents?&l;/li&g;
&l;li&g;What profession or professions do they or did they earn income from?&l;/li&g;
&l;li&g;Where are the majority of them are living?&l;/li&g;
&l;li&g;What hobbies are most of them participating in?&l;/li&g;
&l;li&g;What books/magazines/sites/experts do they love and pay for?&l;/li&g;
&l;li&g;What are their biggest fears or frustrations?&l;/li&g;
&l;li&g;What have they tried so far that hasn&a;rsquo;t worked for them?&l;/li&g;
These questions are essential because the better handle you have on your client, the more in sync your marketing will be.&a;nbsp; And if your marketing is spot on, you won&a;rsquo;t have to waste a bunch of time in the wrong places or with the wrong message.
&l;img class=&q;dam-image shutterstock size-large wp-image-1056539216&q; src=&q;https://specials-images.forbesimg.com/dam/imageserve/1056539216/960×0.jpg?fit=scale&q; data-height=&q;640&q; data-width=&q;960&q;&g; The better you know this, the better your business results will be (Photo Credit: Shutterstock)
Fact is, it&a;rsquo;s very hard and frustrating to try and talk people into the products and / or services you are offering. But it&a;rsquo;s vastly easier to give them what they have already talked themselves into desiring or needing.
Nailing down your ideal customer is essential to marketing success for a new business and it&a;rsquo;s something that should be revisited on a regular basis to keep it in check.&a;nbsp; The next step for new retirement entrepreneurs is completing a Value Ladder.
It&a;rsquo;s considered a value ladder because the answer to each question builds on the previous one, adding subsequent value until you reach the top and turn your prospect into a paying client. What&a;rsquo;s powerful about these questions is they are ideal for networking conversations, websites, brochures, and any form of marketing.
What you&a;rsquo;ll enjoy about them is that they follow the sequence of a normal conversation.
&l;ul&g;&l;li&g;Who are you?&l;/li&g;
&l;li&g;What do you do?&l;/li&g;
&l;li&g;Why do you do what you do?&l;/li&g;
&l;li&g;How do you do what you do?&l;/li&g;
&l;li&g;Who have you done it for?&l;/li&g;
What I find interesting about taking people through these questions is two-fold.&a;nbsp; First, it&a;rsquo;s hard to do, or I should say harder than most people think. They usually have these thoughts and ideas about their business and why they wanted to start it, but haven&a;rsquo;t articulated it.&a;nbsp; Which leads to a huge sense of relief once they do go through it.&a;nbsp; Much of the anxiety and stress I mentioned in Part 1 goes away now that they have concrete material that can be used on a website, in conversations, brochures, etc.
Going through the value ladder as well as the ideal prospect often leads people to better business names, logos and removes the need for a copywriter who doesn&a;rsquo;t know your customer or business as well as you do now.
One caveat though, just answering these questions, isn&a;rsquo;t enough.&a;nbsp; There are three other things boomer entrepreneurs need to do in order to avoid Marketing Schizophrenia. Join me later today as I share them, plus the secret marketing tool I used that turned me into one of the nation&a;rsquo;s top retirement experts.