And, perhaps narrowing the “will spend money on health and wellness” can be “is comfortable with wearing $100 shoes, and spending that same amount in taking care of her muscles”.

Lastly, I also like Instant Quaker oatmeal – with raisins. It’s probably why my practice is filled with busy Moms and single men. I speak that language!

Honeymoon was GREAT! Lots of mosquitoes, though!

“Women in their 40′s, etc …” IS specific to the market, it’s just in words you and I can relate to. If you’ve been in sales for a while (and like being in sales), you adjust how you speak and behave to people who are of a certain age.

If you let loose with a big “Yes, MA’AM” and count back change to an octogenarian, you’re in. They come looking for you when they return. Or even return because of you.

Around here there is a certain kind of heavily tattooed, pierced, dumpster-clothes kind of group. Most of them serve schmancy shade grown, fair trade coffee. When I admire their “body art,” discuss the various merits of the local tattoo studios, and comment on how much better the Columbian blend is this season, I get a higher level of service.

You have to speak their language. In sales it’s called “reflecting.” Or used to be, anyway.

Bulk oats don’t seem to be any better or worse than Quaker. We did a taste test.

Check out: http://www.commercialappeal.com/news/2008/Jan/16/differences-found-among-rolled-steel-cut-ground/

How was your honeymoon, by the way?

Eileen

I buy Quaker Oats and you made me wonder why? Not for the SHUN! SHUN! reasons but really – why Quaker Oats when I live in Northern California land of the Hand Made by [insert name of someone with a non-pronounceable PhD sounding name here}.

All I could come up with is – because I’m lazy and I KNOW I like Quaker so why try the stuff that is probably flavorless>! Which makes me think long and hard about the clients who go to spas for massage, or just want the Swedish Oil me up massage or who go to the massage chain stores…because it’s FAMILIAR! And these are the hardest clients to break into unless they are looking…

I have not wanted to do fear based marketing but sometimes a little “kick to the pants” may help these people see I make a home-made-tailored just to you oat, er massage, not comfort for the masses. AND, ironically, at a LOWER price than the cookie cutter spa (sorry, no robes to steal, though).

The other point, I REALLY like how you define your target market. We are taught to be specific with the market but it usually turns out to be something like “women in their 40′s, appreciates health, will spend money for something of quality…blah, blah, blah!” You’ve inspired me to go back to look at my target market and actually TARGET! Not just generally shoot in a direction and whatever I hit I get to say “yeah, yeah! That’s the ticket! Exactly what I was aiming for”

So…Oatmeal to Targets…thanks for starting my brain this morning – but now I am LATE for my existing clients…OY!
hlf