Do you know why entrepreneurs are so successful? Apart from having a clear vision, they also have clear communication. Entrepreneurs are very effective communicators and this allows them to always accomplish what they set out to do.
Entrepreneurs know what they want to begin with. It may be as simple as creating the best apple pie the world has ever tasted or as noble as helping underprivileged people make a living. But, if they are unable to communicate their vision to the people that matters – their customers – then they are left with a dying business.
I have a group of friends whose vision was to help moms in a remote place make a sustainable living. The moms have been weaving cloths out of local plant fibers but were not getting the right market to sell those products. My friends saw an opportunity.
First, they looked for suppliers in the city who can mass produce backpacks out of the cloth fibers the moms created. Then they studied their target market carefully. Once the backpacks were ready, they had figured a way to clearly communicate with the market their product. The result was a stunning success and today their group has become recognized nationally for their entrepreneurial spirit.
So how can you effectively communicate your product to your target market?
Here are some tips:
This is very important and the essence of business. Your product will not cater to everyone. You have to clearly identify the people who will find value in what you offer and will be willing to pay for it.
In my example above, my friends identified students as their target market. They knew students use backpacks a lot and they are the ones who will benefit the most from their products. They studied what motivates students to purchase and what is the current trend in communicating with them.
If your target market are students, you have to be quirky, youthful and fun in your communications. You cannot be too serious or professional because you will be perceived as boring. Students are also very tech savvy. What appeals to them are communications coursed through social media with terms such as like, follow and hashtag.
If your communications are not relevant to their language or style, then your product will be ignored.
Communication is always a two-way street. You cannot be the one who is always talking. Listen to the feedback of your market. Positive feedback means they love your product and you should continue with what you’re doing. Negative feedback means you have something to change or else they will never buy from you. No feedback means you haven’t impressed them enough to care. Keep trying to get their attention.
Customers are the life blood of any business. An entrepreneur, no matter how revolutionary he may be, cannot produce products that would only satisfy himself. He has to communicate them to his target market if he ever wants to realize any profits.