Who cares what I do? 

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Transcript

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Welcome to your “Getting to Know My Clients” course from Mujeres Sin Filtro. In this video, we’ll answer two fundamental questions: Why is my business important, and who is it aimed at?

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We all have needs that we can't meet on our own, and it's perfectly okay to seek help to meet them.

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Is a small catalog-based business just as valid as a social impact venture?

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Why is my startup important?

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Besides necessity, there’s a reason why you decided to start a business.

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Maybe it’s been your passion all along, or maybe it’s a family business. It doesn’t matter. Every story is full of emotions that make people feel a connection or affinity toward your business.

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Don't be afraid to share your story. As Simon Sinek says, "PEOPLE DON'T BUY WHAT YOU SELL; THEY BUY WHY YOU SELL IT." 

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Who are my clients?

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Once you’ve decided what kind of business you’ll run, the obvious question is : Who am I going to sell to? In marketing , there’s a concept called the “ideal customer”: that person you’d love to work with—an archetype or profile on which you need to base all your sales and communication strategies.

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You’ve probably noticed that there are startups that seem to address such a common need that everyone would want to buy from them, but they go out of business shortly thereafter. That’s why it’s essential to clearly define who your ideal customer is. At this point, you’re likely thinking about basic demographics such as:

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• Location
• Genre
• Age
• Income level

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But that's just the tip of the iceberg. You need to know more:

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• Interests and hobbies
• Personal and professional goals and challenges
• Decision-making style
• Personality Type and Behavior
• Preferred communication channel
• Your customer's needs
• Barriers between your product and your customer

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Most importantly, you need to be crystal clear about what you offer that NO ONE else can offer specifically to your ideal customer. That’s what marketers call a Unique Value Proposition.

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One of the most common mistakes is assuming that people who are just like us or close to us will be ideal customers, but simply knowing our circle well doesn’t automatically turn them into customers.

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IN SUMMARY

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Your business matters. Not only because building it is part of your journey toward personal fulfillment, but also because you help others through your products or services. These customers—whom you’ll come to know almost as well as you know yourself—will become the heart of your branding, communication, and sales strategies. 

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We invite you to check out the toolkit and the accompanying article.

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SOURCES:

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Courses and lessons | HubSpot Academy. (n.d.) https://academy.hubspot.com/es/courses

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