Have you ever studied the menu at your local diner to decide what to order? I guess that’s a yes. Once you’ve ordered the grilled turkey sandwich with green chilli sauce and extra onion rings on the side, you’re not going to pat yourself on the back and say “well done, mate” and then walk out of the diner, right?

It’s the same with your niche. Once you’ve chosen a niche or ideal client to focus on in your accounting firm, your job ain’t over yet. In fact, it’s just the start. So, what should you do next, then?  

  1. First, you should figure out what your ideal clients want and need.
  2. Then you should develop services, or package your existing services, around what they need.
  3. Next, you need to make sure that your online properties (website, social profiles, etc.) reflect who you work with and what you help them with.
  4. And lastly, you need to develop marketing content around the problems your ideal clients are facing, which leads to the services you tailored for them in step two.

Let’s delve a bit deeper into each of these steps. In this article, I’ll talk more about step 1, and then in the coming weeks, I’ll tackle the rest of the steps one-by-one.

 

What Does Your Niche Want and Need?

There’s a ‘want’ and a ‘need’ in the above question on purpose. What they want and what they need may not always be the same thing. Your job, when it comes to developing marketing material, is to create content that takes them from what they want and what they think would solve their problem, to what they really need to solve that problem.

Let me give you an example. Let’s say your ideal clients struggle to keep their books up-to-date. They think the reason why they struggle with it so much is that they don’t have enough time to do everything in their business. So what they want is a way to save time and do the task quicker than what they did before. 

But, as the expert, you know that what they really need is someone to take their bookkeeping off their hands. The real reason why they struggle to keep their books up-to-date might be because it’s not their strength. They have more important stuff to do with their time, and if they let go of their bookkeeping, they can essentially make more money.

But, if the person is not ready for outsourcing their bookkeeping yet –  maybe they think they’ll save more money if they do their books themselves – then it will be futile to try and sell them on your bookkeeping services. You first need to solve the problem, or part of the problem, by giving them the solution they want. After that, you can warm them up to what they really need before you try to sell that to them.

Before we get into that, though, let’s first find out what they really struggle with, what they would like to achieve, and what they think would get them to their goal. Once you have those answers, you can develop your services around solving that problem (which we’ll discuss in the second blog) and then you can develop marketing material leading to your services (which we’ll discuss in the fourth blog).   

Okay, so how do you figure out what they want and need? 

 

Ask Them: The Struggles Your Clients Are Facing

The first and most important question to ask them is this: 

What do you struggle with the most when it comes to [the problem you solve]. 

Depending on the type of services you offer or the type of problem you want to solve for them, this question can be:

  • What do you struggle with when it comes to keeping your books up-to-date?
  • What do you struggle with when trying to scale your startup?
  • What do you struggle with when it comes to analysing your financial data?

Additional questions that you can ask include:

  • Why do you think you struggle with this problem?
  • What do you think you need to fix this problem? (This question will give you insight into what they think they need)
  • What is your goal/what do you hope to achieve in your business?

Once you have the answers to these questions, you can figure out what they want, but also what they really need, and you can develop your services and your marketing material around that. 

Watch out for next week’s blog where we’ll discuss how to develop your services or structure your packages around their problems so that you can help your ideal clients to reach the goals they have.

In the meantime, get active on the socials, pick up the phone, and start chatting with your ideal clients so you can ask them these questions!

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Ready to attract the right clients?

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