My hands are shaking a bit and my heart is pumping faster as I sit down to write this.
I’m challenged to blog about my exclusive market for ClickAClass.com, and it’s scary as hell. What if I put it out there and alienate a whole segment of people? What if the market I want doesn’t want me back? What if people think I’m crazy? What if people misunderstand and think that I’m trying to exclude them, when really what I’m doing is getting hyperfocused for productivity? What if people just don’t “get it” that there are actually 3 markets for ClickAClass.com?
On the other hand, I’m firmly convinced that this is the right thing to do — it will allow me to be of better service and refine my work so that this project can truly change lives. That’s what it’s all about, after all. So here goes….
Reader, you’re a smart and sassy mom of grade-school kids. You’re in pretty good shape now — or you were at one time — so you realize that fitness is critical to overall health and happiness. You want the best for your family (and yourself, dammit!), which means you want them at their healthiest. You also enjoy new and interesting activities, for both yourself and your kids. Core values for you include love for your family, education, health, spirituality — religious or not, contributing to the world (and teaching your kids the same). You’re probably comfortable financially, but feel that part of your mommy-job is saving a buck or two, so you love a good discount when you find it. One of the best things about getting to the gym or other studio is connecting with your friends, and maybe even sneaking in a cup of tea or coffee afterward. You’re busy as hell and don’t have time to search every studio’s schedule for something that works — you need one site that gives you all the details, letting you pick and choose your own criteria.
ClickAClass.com Class Providers
Provider, you’re on the move — literally and figuratively. Not only are you deeply involved in your own teaching, you’re also a force to be reckoned with. You’re changing the world by changing each client’s life just a bit. Your personal connection to each of them is just one of the things that makes you special, and you value this above all else. People have always noticed you’ll get on your “soapbox” about your craft/profession, and they love that about you. Something about your service offering may be a bit unusual — but whether it’s unusual or not, it’s always high-quality. To get to the next level, you need to deepen the connection with an influential consumer market. You understand that social media is one way to do this, and you’ve made a good start there on your own — now, it’s time to amp it up.
Advertisers, you have something important for families or moms (especially in the areas of health, fitness, learning or enrichment) — you just need to reach them on a personal level to deliver it. You’re online and tech-savvy, and looking for a way to tap into the most influential market segment when it comes to consumer health decisions. The arts inspire you, and you want to reach an audience mindful of culture and philanthropy. Perhaps your business is a startup, without a dedicated marketing staff. Or perhaps you’ve grown a bit and have some support, but you’re still looking for the “magic key” to unlock the potential of this market so you can deliver high-quality products or services to them. Either way, you’re looking to make the most of your marketing budget, favoring depth of impact over breadth.
There. I said it.
I’m usually not the gambling type, so it’s scary for me to take this risk — being so open about the people I want to work with. I’m all too aware that some may read this and think, ”well, I guess ClickAClass.com isn’t for me.” I don’t love that thought, because this is about helping as many people as possible. But I’m getting comfortable with it because I understand that those for whom this resonates will be those I can help the most, the fastest, the best.