The WHO and WHAT of Your Business

In order to be successful in your business you have to be very clear about your WHO and your WHAT. Simply put, your WHO is who you are helping, your WHAT is the problem you help them solve. In marketing terms your WHO is your Target Audience, your WHAT is your Message. The clarity on the WHO WHAT is absolutely essential to the well being of your business. When you know your WHO WHAT:

  • You can talk about what you do with ease
  • You sound interesting and intriguing when you tell people what you do
  • You are marketing is focused on the right crowd of receptive people
  • You are clear, focused and attractive
  • You feel good about what you provide
  • You make much more money

The WHO is the specific slice of the general audience out there with specific demographic and psychographics characteristics, with a specific problem you can solve, and with a willingness to have this problem solved. Sounds like lots of conditions? It might be, but imagine the kind of business you could have if you only spent your energy on people who fulfill these conditions.

Many business owners want to believe that they can help anybody. The truth is they can’t, you can’t, I can’t

The WHAT is the problem they need help with and they are willing to solve. Some might add that they need to have means (like money to pay you, the service provider) to solve it but I believe that if a person is truly willing to solve a problem, they will find a way to do it.

I encourage you to start thinking in terms of your WHO and WHAT. Start taking notice of what kind of clients you attract, what client characteristics make them desirable for your business, what is their perception of the problem they come to you with.

The following questions are designed to help you define your perfect clients and their needs:

  1. Think of three clients you have enjoyed working with the most and whom you were able to help significantly.
  2. List common characteristics of these clients, for example, their gender, age, profession, income, anything that seems relevant and special about them
  3. List the problems they came to you with, state these problems in the way your clients perceived them before they started working with you.

Keep thinking about these questions, examine your past client relationships, look at the present ones. Add to your answers when you think of anything new.

Margaret Moczkowski

Success Coach for Entrepreneurs with a Calling

Momentum Coaching


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