Being an entrepreneur, sometimes can be a lonely place, I admit.  Some days I look around, and there is no one to share my wild ideas or typical frustrations with, those are the days you probably want to stay in bed and not do anything!


This market matron at the Samarkand Market in Uzbekistan looks like she knows her clients.

What keeps me going? Probably the same reason of the lady in the picture, my clients. As soon as I put my attention on them, I bounce back to life. But in order to leverage from this awesome tactic, you need to be clear on who you work for?

I want to share with you some powerful questions, which helped me identify my target market.

By taking the time to answer them, you will get some critical insights that will help you define your market.

1. What are the benefits of your product or services to your costumers?

Think about the last time you went out to buy a car. You probably thought about what you wanted: Safety, low MPG, etc. Many people confuse a feature for a benefit.

For example coaching is a feature my business offers, someone that has no idea what coaching is can easily say, was in it for me? Coaching alone does not tell my client how it can help.

The benefit for my clients is that coaching has the power to transform and bring balance to life. By having more balance, my clients are happier and live a more fulfilling life.

Most people today are not seeking to cover basic needs in life such as, food, shelter or clothing. Some of the things people want today are:

  • To be safe
  • To be happy
  • To be successful
  • To be liked by others
  • To have more balance
  • To be healthy
  • To be organic

The key is to provide features with benefits that cover some of these key desires.

2. What business are you in?

Once you are clear on the benefits that you offer, everything starts falling into place. You will be amazed, how much easier it is to succeed, once you offer a product or service that people really want.

First, write down the product or service your offer or plan to offer.

An example of this could be, yoga classes for active seniors.

Second, list the features that your product or services will offer that are different from or better than your competitors’.

Think of what makes your business unique and what will compel people to hire you or purchase your products over the competition.

Now identify the benefits of using your product. How will you make the user’s life better? Remember, list benefits, not features.

An example of a benefit is: Lowered risk of serious injury, the feature for this example is Airbags.

3. Who is the product or service for?

Once you have clearly identified the benefit of your product, you will get a clear picture of your target market. It happens automatically. For example, I am clearly not targeting, first time mothers, my target market are entrepreneurs, small business owners or individuals looking to live a more balance life.

Now let’s segment even further. Exactly who wants and needs your product?

Think about their age, income, shoe size, race, musical taste, and height–whatever differentiates your market. Can you identify what magazines they read? What TV shows they watch?

By now you will have a good idea on who is that you are in business for.

Don’t rush the process, stay with it, question it, get curious every day, it doesn’t have to be perfect the first time. Getting to know your market, clients and product, should be something you work on every day by recording everything you do that creates a response {good or bad}. If it’s good, keep doing it, more and more, don’t change a thing. If the response is negative, drop it, change it right away, doing so, will only make you better at what you do, and your clients will appreciate it.

Clients are fuel for entrepreneurs. They deserve for us to know who they are.

Source: The Guerrilla Marketing Handbook, Jay Levinson & Seth Godin

Picture: Vilseskogen