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Who is Your Customer?

Identifying your customer is very important to the success of your web-based business. No customer, no business! So, how do you decide whom to target? Should you consider everyone a potential customer? Or should you narrow your target audience down to a specific, narrowly defined group?

The answer is the latter: you should narrow your potential customers down to a very narrow target audience. Skeptical? How about if we told you that narrowing down your target audience would make running your business much, much easier. Well okay! Now you're listening! Let us explain a little bit further. Once you narrow down your customer base you'll know where to find them and how to reach them. You'll know what solutions they are looking for, and you'll know how to talk to them. You'll know what they like to do, where they like to hang out, what kind of music they listen to, and what books, magazines, and newspapers they read. Why is this information important? These places are where you will want to spend your advertising dollars and focus your public relations efforts. Which means less time and less money. Bet you're convinced now!

Trying to be all things to all people is not a smart way to run your business. Focusing on those who need your product and service is. But how exactly do you figure out who your customer base is? Try this simple exercise:

o Write down the features/benefits of your product or service. Let's say you have a web site devoted to tennis vacations. The features would be that it provides information-and perhaps products and other services-related to tennis vacations.

o Make a list of who would appreciate these features and benefits. The answer is obvious here. Tennis players! And most likely tennis players of a certain age and income level. Your site would probably not appeal to college-age tennis players, but would most likely appeal to affluent working adults looking for a relaxing but athletic vacation.

o Identify an individual you think might fit into your target market. Now ask them to look at your web site. Do they like it? How does it fit their needs? How could it be improved? Now find out what media they watch/read/listen to so you can plan your advertising and public relations efforts accordingly.

Remember, customers are key!

Keywords. customer relationship selling tactics