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Categories: Local Marketing
Tags: attract more customers, ideal customers, marketing strategy, target market
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Who are you reaching out to with your message? Who is your audience? Too many businesses, especially new ones, believe that their products and services are for ‘everyone’. Deciding on your target market is a fundamental key towards success in your business. Yet so few business owners will actually decide on it before setting up shop and offering their products and services , Unaware of the waste of time and the costs involved in not focusing on who their specific customers actually are. Trying to be all things to all people is a sure way to fail in the market place.
The other day I was approached by a company who had spent time and resources on developing a great product, a functioning website and a social media presence yet were selling very little. I asked them who their target market was and their reply was everyone who is trying to lose weight! This is simply too big a market. How many people do you know want to lose weight?
I explained that they needed to decide on a specific segment of the market to begin with and speak to just them. Without focusing on a particular segment of the market your message is diluted down to fit everybody, which in the end results in your message being ineffective. It’s also a lot more costly to reach all those people.
Whatever market you’re in, you’ve probably got a lot of competition. Narrowing your focus to one specific demographic or piece of the marketplace gives potential customers a reason to notice you. If you don’t know specifically which potential customers you are speaking to, you are actually speaking to no one.
“The big danger is that without a target market, it’s like standing in a park shouting in the wind. When you have a target market, its like standing in a park and talking to a specific group of people.” Tammy Lenski
When narrowing your focus to a particular demographic be specific. What’s their name? what gender? How old are they? What do they look like? What do they do for a living? How do they spend their spare time? What’s their level of education? are they married, dating, divorced or widowed? Do they have children or grandchildren? what do they spend their money on? do they value time or money more? What are their hobbies? what are their main problems and concerns that you could provide a solution for? What is their passion? what makes them excited? what vocabulary do they use to talk about their problems and concerns? What do they excitedly tell others about? Where do they hang out online or offline?
Knowing your potential customers this well will enable you to create a crystal clear marketing message, tailored just for them, that they will hear and are more like to respond to.
If you have any questions about who is your target market connect with me here on facebook.
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Anne, hello
Sadie here in France. Great advice you have given!
In business we can’t be all things to everyone;- often the more niched down our ideal customers are the greater success we will experience. I think of this as having a niche which is a centimetre across and a kilometre down rather than a kilometre across and a centimetre down!
Have a lovely end to the week
Hi Anne,
You said it right! It is a MUST to have a target market – you can’t open shop and say that’s it’s for everyone. If there was a cookie shop opening up and their target market is the healthy organic people, they would have a better chance of survival versus if they just opened up to anyone.
Same as advertising your cookie shop towards a specific group of people, say people wanting to put a fundraiser together, the ad will attract the fundraiser coordinators and more cookies will be sold.
Great post. I like how simple you laid out the importance of a target market. A target market is something I include in my course. I included it because many people leave out this key ingredient when getting started with their marketing efforts.
Thanks again Anne!
-Jaclyn Castro
Jaclyn Castro recently posted..Command Your Inbox Down to Zero
Targeting and segmenting is key and all of the top marketers do A LOT of this. Focusing on exactly who you are talking to it allows a much more personal message.
I love the list of questions to ask. Getting into this space can allow us to start communicating with our market or list like the unique individuals that they are rather than a vague blur.
Paul Reimers recently posted..How to Ride a Purple Cow and Stand Out from the Competition
Hi Paul
it took me a while to recognize the importance of being absolutely clear on who your message is for but once you know who your exact target market is it makes it a whole lot easier to reach them.
Thanks for your great example Jaclyn. Being a former teacher I see the importance of breaking things down so hopefully everyone can understand.
Hi Sadie
I love the way you say about niching across one centimetre and down a km – great way to think about it. thanks for sharing Sadie
Hi Anne,
Your post reminds me of an article I wrote once on Fishing. How we gather all the tools, use the right bait and go to the stream where the fish are that we want to catch….much like you are talking about here. I agree it can take a while to learn about this and figure it all out……..and your article helps a great deal! Thanks so much!
Have a great day,
Lynn
Lynn Jones recently posted..When Life Hands You Lemons, Make Lemonade
I really like your detailed info on who your target market is… If you miss out on some of those points you are definitely shouting into the wind!! although my TM isn’t perfect with every point I am getting there!! I am creating my crystal clear marketing message with each passing day as I clarify my TM. What I offer isn’t suitable for everyone!
Holly recently posted..Sam Stosur has a Perfect Match
Anne,
My wife and I are venturing into new realms and have found this subject of key importance. We’ve picked up Michael Port’s “Book Yourself Solid” and have been doing the companion workbook religiously. It’s had us hone in on not only our target market, but our ideal target market. Strongly recommend this approach.
RICK
Rick Lelchuk recently posted..And, the Outlandish Suggestion Was…
Great advice – for me coming up with my customer avatar made a huge difference Having a specific customer in mind. Otherwise it’s far too easy to spin your wheels and go no where. Thanks for the inspiration!
marquita herald recently posted..Learning to Appreciate the Awesome Moments in Life
Hello Anne
You have shared some excellent point about marketing. Especially this point, “Narrowing your focus to one specific demographic or piece of the marketplace gives potential customers a reason to notice ” This quote, When you have a target market, its like standing in a park and talking to a specific group of people.” by Tammy Lenski gives a clear picture of the benefit of targeting. The paragraph about narrowing your focus is icing on the cake.
Thanks
Perry A Davis Jr
Music City
Perry A Davis Jr @Network Marketing Nut and Bolts that make building your business Fun, Simple, Magical and Profitable.s recently posted..Seven keys to developing strong relationships in network marketing.
Good points about knowing your target audience. My only thought is that sometimes people (and companies) don’t know what they need. I’ll drive my car all day long thinking it’s just fine. I’ll stop by the dealership for an oil change and he’ll say, “Your oxygen sensor is busted and costing you 3-5 MPG. Would you like me to replace it?” To me that’s good service.
I think part of being a good marketer is educating the market about what they need as well.
Make sense?
Jeffrey Sooey recently posted..How To Become A Certified Master Coach
Yes, Anne,
You need to know your market… who you are targetting.
For email marketing I just write as if I were sharing with me. Would I respond to what I wrote.
I remember Frank Kern sharing his target market was “BOB”. Yes, he gives Bob a name, imagines what he looks like, what his interests are and just writes as if he is sharing stuff with Bob… I guess he has a few Bob’s on his list now!
Great stuff
pete
pete chapman recently posted..Your Amazing Immune System – How Kangen Water Can Help Your Health
Hi Anne,
You have put this so well.
Especially in Network Marketing, it is easy to believe everyone needs your product. Unfortunately, they don’t all want it.
I find segmenting my market into different target groups and then developing a marketing system for each group really gets you the customers and sets your apart from competitors.
At least that’s what I teach.
John Gaydon recently posted..Are You Making Money From Network Marketing?
Anne,
You are so right. For a long time I was focusing on not only one broad area but many different areas. The message definitely gets watered down. I have finally found my focus within the relationship area, mainly couples who love each other but have been struggling and unhappy – and – are willing to do the individual self-exploration that my work provides. I am not focused on offering quick fixes, and “follow these steps” formulas.
Dr. Erica Goodstone recently posted..How Vulnerable Are YOU Willing to Be – In Love, In Business, In Your Life?
Hi Dr. Erica
Its good to focus on specific areas since you can become a true expert in that area and help so many people. Thanks for sharing
Hi John
You’ve got a great approach to marketing within the network marketing industry. Thanks for sharing.
Hi Pete
Yes, giving your target market a name actually does help when you speak to them. You feel like you’re communicating with a real person and this is reflected in your writing. I must say i’ve never chosen the name Bob yet. thanks for your input Pete.
Hi Jeffrey
You raise a good point there. Sometimes your target market doesn’t know what’s available to them but if you know them well enough you’ll know what to suggest.
How does the old saying go? “You can’t please everybody…” What makes people think they can, when it comes to marketing on the internet? We have only so much time and energy… far better to spend it on those who really want our message.
Great post, Anne. Thanks for sharing.
Willena Flewelling
Willena Flewelling recently posted..Standing on the Threshold
Anne,
It is amazing how a little clarity makes the world easier to work with. I have a client right whose market is in New York, because while he lives in Illinois his expensive services here are cheap in New York.
Andy
Andy Nathan recently posted..If No One Is Looking Then You Might Want To Change
Good point Nathan. When people live in small communities away from the large metropolitan areas it does affect how you look at pricing. As you say what might be considered cheap in one location can be considered expensive in another.
Absolutely. Thanks Willena
Hi Anne:
Great post. Not having a target market in business is absolutely a disaster. You must know who is going to love your products or services. Its the same thing as blogging, you can’t just put up a blog with no target market in mind. Kind of like throwing rice on the wall hoping for something to stick. Life is much easier when you know who is your target market and how to connect with them. See, people have been made to believe that everyone within three feet of you is a prospect. This 3 foot rule has been so misused. Instead of creating a business plan, and a great marketing system, people just walk around begging others to join their business or “stalking” people in the malls and shopping centers. Hopefully someone will definitely sit down and think about how they market and who they market to after reading your post.
Liz K : Success From Home Trainining recently posted..Best Business Ideas For Women
Hi Liz
For the longest time I was led to believe that the 3 foot rule was the key to success but being a shy person I absolutely hated it and now believe that it hindered me from being more successful. Now I encourage others to decide on their niche, decide who is their prospective audience and then approach them with a message relevant to their needs. So much more effective than as you say talking to everyone within 3 feet. Thanks for sharing Liz
Anne, you’re speaking my language! I’ve been gradually learning this principle, and realizing that I need to keep on narrowing down. Reading through the comments on this post makes me realize how important it is to do so! I’m adding this to my list of business goals for 2012
Steve-Personal Success Factors recently posted..If You Don’t Get Your SWOT Together, You’ll Hate Yourself Later!!
Hi Steve
I look forward to hearing the results. It takes courage and discipline to define your target market really succinctly. Not an easy thing to do.