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Lesson Two Worksheet

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In lesson two you will learn about targeted marketing to understand who your ideal clients are and how to serve them best. There are two ways to experience the lesson plan:

This lesson plan is approximately 8 minutes + 30 minutes to answer the guided questions inside the Lesson Two Worksheet. Your responses to lesson plan worksheets are used to develop your personalized brand strategy and design. Please complete all worksheets in a timely manner to keep your project on track.

 

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2.1 Target Market: 

You can’t be everything to everyone. No seriously, you can’t. No matter how wonderful your services or products are, it is unlikely that you can appeal to everyone’s needs. Operating a business without a target market is like standing on the corner of the street yelling at everyone to buy from you. This approach is ineffective and frustrating for all. By identifying the specific group of people who will benefit from your services, you can tailor your approach to meet their needs. You can’t be the best at everything, but you can be the best at some things. Establishing a target market will help you narrow your focus and work smarter not harder.

Can only work with one client? Not necessarily, it may be feasible for your business to have primary and secondary markets. Identifying your ideal client is NOT about limiting who you can sell to; it’s all about identifying the people who need your services the most. You may have multiple groups of people that will benefit from your product/service.

Primary Target Market:

A primary target market is the largest group of people who will benefit the greatest from your products/services. We can think of this group as our “regulars.” 

Secondary Target Market:

A secondary target market is a group of customers that will benefit from your products/services but are different from your primary target market in terms of key segmentation traits (listed below).

 

2.2 Market Segmentation:

Using market segmentation, we will organize your customers into different groups based on key traits. Segmenting a market enables you to understand your clients’ needs and wants on a deeper level. There are four major ways you can segment these customers:

Demographics

Ex. Women ages 21-25

Geographics

Ex. Women ages 21-25 living in Atlanta, Georgia

Psychographics (lifestyle, interests or personality)

Ex. Women ages 21-25 living in Atlanta, Georgia who have an active lifestyle and are interested in health and fitness.

Buying Behaviors

Ex. Women ages 21-25 living in Atlanta, Georgia who have an active lifestyle and are interested in health and fitness, who are committed to purchasing local goods instead of big-box retailers. These women often visit local farmers markets and specialty craft stores.

Pause to answer questions in Lesson Two Worksheet. Your responses to lesson plan worksheets are used to develop your personalized brand strategy and design. Please complete all worksheets in a timely manner to keep your project on track.

 

2.3 Your Ideal Client:

Now that you know who your ideal client is, we need to go one step further to understand their wants and needs. There are many different methods used to gain insight on target markets. Each method should be accompanied by a specific goal. Here are a few methods to research your ideal clients:

Polls and Surveys:

A poll is a helpful and easy method to understand your ideal client. If you have a question to ask, put together a simple poll or survey online or via social media. Polls are a quantifiable way to measure the market. For example, if you are wedding photographer you might create a poll asking brides if wedding albums are important. The results will help you determine if you should include a wedding album in your package.

Focus Groups:

The best way to understand your ideal client is to ask and listen. Conduct a formal or informal focus group by inviting 3-10 “ideal clients” to coffee. Spend some time asking them questions and understanding who they are. Here are some topical questions to ask:

  • What do you need from this product/service?
  • What frustrations do you experience?
  • What do you look for in a company?
  • Why do you purchase this product/service?
  • What price are you willing to pay for product/service?
  • What features are most appealing to you?
  • Are you happy or unhappy with your current product/service?

Observe & Listen:

To gain qualitative insight into your ideal clients’ life, simply observe and listen. This is a free and easy way to go deeper with your ideal client.

  • What topics do they talk about on social media?
  • What shows, books or hobbies do they have?
  • What interests or music do they listen to?
  • What are they pinning on Pinterest?
  • What fashion sense or style do they have?
  • What do they care about?
  • What are their favorite brands?
  • Where do they shop?
  • What hashtags or conversation topics do they engage in on social media?
  • Who do they follow on social media?

This list could go on forever. The central idea is to stop, watch, and listen to the conversations happening around this group of people. If you can understand their desires, values, needs, and interest then you can better serve them in your business.

 

Pause to answer questions in Lesson Two Worksheet. Your responses to lesson plan worksheets are used to develop your personalized brand strategy and design. Please complete all worksheets in a timely manner to keep your project on track.

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