Do you know why people buy?  Well not just other people but you and me as well.

Apart from the need to solve a problem, people purchase products or services for two more basic reasons.

  • To satisfy a basic need
  • To make them feel good

So why are people prepared to pay more for some products and not for others?

  • We will pay more for specialist advice (just ask your local GP)
  • We will pay more if we believe it will solve our specific problem
  • We will pay more if we believe it is better quality (even if it isn’t)

I know when I market my coaching in a general format I don’t have anywhere near the response when I target my niche market and be seen as a specialist who can solve their specific problems.

Don’t try to be all things to all people.  Become a specialist!

You will need to determine which category your product or service is a solution to and market it accordingly.  Be aware though that your product or service might fit more than one category.

  • Do you solve a problem?
  • Satisfy a basic need?
  • Or make people feel good?

Resist the temptation to be too general in the hopes of getting a larger slice of the market. Not defining your target market can be expensive and a waste valuable time and money.


  1. Listen to your clients when they are talking about their problems
  2. Survey your marked
  3. Try different forms of marketing and test the results

Best wishes till next time.


Author of “Good Girls do Sell – The Modern Business Woman’s Guide to Authentic Selling”

To work with Janeen, visit her calendar to arrange a Complimentary Clarity Call