value proposition

Although it would be nice if you could help every person in the whole world, the reality is that you can’t—you aren’t Superman or Superwoman. You do offer frustration-relieving, delightful solutions for certain people, however, and they think you’re the bee’s knees.

You might already know that it’s a good idea to pick a target market to focus on. Marketing to a target group, rather than everyone who has a body, allows you to speak directly to the needs of a particular group of people. 

If you’re still not convinced you shouldn’t try to sell to everyone, however, let me give you one conversion-focused reason why you need to: 

When a prospect feels that you truly understand him/her and have the expertise to meet his/her needs, selling will be easy—from the time the prospect arrives at your website to the final signing of the contract.

You need to make it clear right away who your solutions help, to give prospects confidence that they’re in the right place. One of the best ways to do this is with an “Ideal For” Statement that tells who your services are for.

Here are some other phrases you could use:


Designed for

Made exclusively for

Created for

Used by

Your “Ideal For” Statement can even be incorporated directly into your home page headline or value proposition. 

Action Ideas:

  1. Create a website home page headline that includes your “Ideal For” Statement, then run an A/B test to see if it’s more effective in getting people to dig into your site. Pick a call-to-action and try two or three different versions of your “Ideal For” Statement to see which generates the best response.
  2. If you haven’t yet identified your target market, ask yourself the following questions to help you determine who they are:
    • Who am I most excited about working with? Who do I most closely identify with and understand?
    • Who benefits most from my product or service?
    • Who are the people who give me the most positive feedback on what I offer?

photo credit: Leo Reynolds via photopin cc

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