Knowing your target market is important……
and knowing specifically who that target market is has never been as important as it is today.
When asked who their target market is most business owners will say something like, “well, everyone,” or “you know, I work with women.” Those are both really, really big markets. And they’re way too big to be true target markets.
Seth Godin says one of the biggest marketing mistakes business owners make is they think they have an everybody product or service. After all, everybody is a great market because there’s always one more person to bother, right? What he says is where you’re really going to gain wealth or you’re really going to get big success is in the most bizarre, the most weird, the most specific niche you can find.
When you know specifically who you’re talking to, and can even name them, then it’s a whole different conversation. If you’re talking to everyone, about something like make-up, socks, pet grooming, marketing, or business, you could be talking to everyone.
When you’re talking directly to me, or I’m talking directly to you, you feel that. You feel a different connection. Your goal every time you talk to your target market is for them to say, wow, she’s talking to me. Or wow, that’s exactly for me. Or even better, that’s just what I’ve been looking for. That’s the solution to my problem, to my challenge, to the thing that’s happening in my life or my business right now. I want that!
When you talk specifically, not to women, but to women between the ages of 40 and 50 years old, who are married and have 2 kids living at home, who is currently an entrepreneur in their first year, making somewhere between $100,000 and $500,000 a year, and you know they live in suburbs. The more you know specifically, about who your clients are, the better.
What do you know about what makes them tick?, about their typical day? What do you know about their secret desires? The thing that they don’t really talk about, but is there in their heart. Do you know their families? Do you know their kids names? Do you know when their birthday is?, know who their spouse or partner is? Do you know where they originally came from? Are they college graduates?
You see how specifically they make things so different.
Let’s just say, in this example, that your target is women. Would you talk to a 20 year old woman the same way you would talk to a 50 year old woman?
No, you wouldn’t, because those two groups, although they have similarities, they’re very different. They’ve had very different experiences. They’re at very different places in their lives. A 50 year old woman has different experiences than 20 year old. So you need to think about the language you use in your marketing and your business, and that language would be different for these two groups.
When you really grasp the difference in those two, apply it to your target market and look at who you really want as your client, who’s the person you really want to hear your message? Who do you want to be able to look into their eyes and resonate with so much that you know there’s a connection because they understand you and you understand them?
They feel the understanding coming from you. They understand that you understand. They feel you understanding them. They feel your compassion and empathy for what they’re going through. That makes you the one for them.
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Latest posts by Diane Conklin (see all)
- Your Target Market: How Being Specific Gets You Ideal Clients Who Spend More - October 27, 2014