- Where will business come from
- Who should I be pursuing
Putting together a sales campaign moves your business from being reactive to becoming proactive and strategic. And the first step to becoming strategic is to look and speak to those who need your product.
Here are two really great examples of businesses who focused on their ideal customer vs targeting everyone who could use their product.
Instead of creating a generic watered down video, with an activity as “dry” as it comes, TurboTax created a great video that really showed their personality and made people empowered. The result? A very impactful video that anyone can love, regardless of whether you fall into this group of people who “had the year of you” or not.
Dove’s Men Care Line
Same holds true with Dove’s Men Care line. Yes anyone can use Dove’s MenCare line, even women, but they decided not just to target Men but to go a layer deeper and target dads. The result? A very memorable ad that anyone can appreciate.
So before you launch your next sales campaign, really think about who that ideal customer is, the struggles they experience, the business they have, all those questions that really get you to be more specific on who it is that would benefit the most from your product or service.