Do you know who your right customer is? One of the problems that business owners face, especially when they start out is a tendency to try and go for everyone in sight. This doesn’t work because not everyone is your customer or needs what you offer. The challenge is figuring out who your customers are and what defines their needs for your service.

Paying attention to demographics is one way you can focus on your customers. For example, my niche audience is defined by the fact that they own businesses, but I’d also say they tend to be in an age range of mid thirties to sixties and most of them are women. There are other demographics I could focus on to narrow it even further.

But demographics aren’t the only way to find your right customer. The problems they need you to solve are also indicators that they are your right client. If you can understand the language that people use to describe what they need solved you can produce a tightly focused customer profile that helps you identify those people and start working with them.

You should also look at networking events you attend. Are there specific events you attend that put you in touch with people you want to connect with, and if so what are specific characteristics about those events? Certain events may be more suitable to attend because they have higher concentration of the people you are trying to connect with.

Finding the right client also means that you craft a marketing message that is strictly for that kind of client. Naturally this will exclude everyone that doesn’t fit that profile and this is good because you want to work with the people who are qualified to need your services. Look at the language your clients use to describe their problems and then develop solution oriented language around those problems.