As home business owners, we may get so caught up in daily operations and staying afloat that we forget to think of our “market”–we might not be training ourselves to think about what our clients and customers actually want. One of the bonuses of working on our own and with a small business is the closeness we have to our customers and the flexibility we have to make changes and adjustment to provide products and services exactly how and when our customers need them. But first, we have to know our customers and what they actually want.
For some of us, it might take a little effort just to determine who, in fact, our customers are. As a freelance writer, it can get a little complicated for me–there are the clients for whom I work and who pay me to produce articles, grant proposals, press packets, etc., and then there are the people or the intended audience of those articles. I have to actually try to get and keep a handle on what the clients who hire me want and what the readers of those pieces want and respond to. Talk about answering to “many masters!” So, for me, keeping up on “best practices” in the freelance writing world is one thing and producing work that is helpful, effective, entertaining, or whatever for the intended audience is another.
It helps to gather feedback in trying to determine just what our customers want. Some businesses go so far as to do surveys, focus groups, or set up forums and review opportunities on their web sites. If you have the capability to use your web site or create some other way to get feedback from your clients or customers, you might consider adding this to your business operations. You can also simply ask. I think this can be the best way if you know your customers well, or are working with repeat clients. For example, if you are running a house cleaning business–you can simply ask your customers or clients how you can best serve them and meet their housecleaning needs.
Staying current on trade articles and information can be another way to keep your pulse on your market. There are many great publications and web site available that are geared toward specific trades, markets, entrepreneurial business, small businesses, etc. By reading and continuing to stay on top of recent developments and taking advantage of studies and surveys, you may keep a better understanding of what your customers want.