Think Market!

Griselda spent hours polishing up her resume. No detail was too small: type face, layout and spacing. She weighed each word, counted each comma. She sent out 200 resumes and received no responses.

Reginald spent even more hours designing the most perfect website for his new business. Working with a highly recommended web designer, he chose colors, graphics, and layout. He agonized over products to offer his clients. After the site was launched, nobody came -- and visitors flew away, like bumblebees from a flower, taking free honey and moving on.

Griselda and Reginald are intelligent, motivated people. They turned their intelligence and motivation to designing a perfect product -- not conducting research on what the market wants.

Why? Testing the market is difficult -- sometimes impossible. Ideally, you will find at least six people who resemble those in your target market. I encourage clients to choose people who can offer you candid opinions. When you keep hearing, "This is wonderful," you haven't found the right resources.

Some newbie entrepreneurs hold focus groups or idea parties, complete with refreshments. That's a great idea if you can pull it off. Communication is contagious. When one person begins to be critical, the rest will follow.

Career-changers need to network (there's the n-word again!) to identify experienced managers who can help them evaluate their job campaign. You need to convey the message, "I'm one of you! I belong in your industry."

o Here are some questions to get started:

o Who are your ideal clients -- or employers, if you're changing jobs?

o How do they make decisions? Impulsively? Over time? After consultation with others?

o What information will influence the buying decision?

o Imagine that your ideal client (or employer) has just hired you and is absolutely delighted with your services. How will she or he describe you to a colleague?

o What are the hot buttons to use -- and to avoid?

How to Get Started:

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About The Author

Cathy Goodwin, Ph.D., is an author, speaker and career/business consultant, helping midlife professionals take their First step to a Second Career. http://www.cathygoodwin.com.

"Ten secrets of mastering a major life change" mailto:[email protected]

Contact: [email protected] 505-534-4294

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GQ Writer Regrets Tweet Calling for Covington Students to Be Doxxed  TheWrap"Doxx 'em all," Nathaniel Friedman said in a now deleted tweet. Reps for him at GQ did not immediatey respond to request for comment.
Adriana Lima splits with Turkish writer boyfriend Metin Hara after more than a year of dating  Independent.ieAdriana Lima has split from her boyfriend. The 37-year-old model - who has daughters Valentina, eight, and Sienna, six, with ex-husband Marko Jaric - and ...
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Jaipur Literature Festival: Renowned international writers and Indian heavyweights in arts and music to attend the annual event  The Financial ExpressApart from Andrew Sean Greer and Colson Whitehead, the new edition of the literary festival will also have André Aciman, whose 2007 novel Call Me By Your ...

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