Who Are You Targeting?

As a business owner, you may think you need to have wide market appeal to be successful, but in actuality, your chances of success increase when you limit your market.

Let’s look at cookbooks for example.  Martha Stewart was a caterer who wrote a cookbook and created an empire of domesticity.  She is well-known for creating lavish, gourmet meals from scratch.  If she was making soup and biscuits, she would make the biscuits from scratch.

On the other hand, Rachael Ray is known for making 30 minute meals.  She creates quick and easy recipes that people can easily create in their home kitchens.  If she needed biscuits for a meal, she would probably use refrigerated biscuits from a tube.

Both of these women sell lots of cookbooks, but they appeal to different markets.  Martha appeals to people who want to put in a lot of effort for a special homemade meal.  Rachael appeals to people who are stressed for time and want to serve their family something quick and easy that didn’t come out of the drive-thru window.

By creating cookbooks that directly appeal to their target markets, each of these women is able to sell more and have more success.  If Martha tried to sell her cookbooks to Rachael’s market, she maybe wouldn't be as successful (and vice versa).

Now that you understand what a target market is, let’s look at how you can determine what your target market is.

First of all, it is important to know your product.  Is there something that you can do better than your competitors?  What is it?  And who will benefit from this?

Now that you have an idea of who you are trying to reach, dig deeper to get an in-depth look at them and their needs.  Is your target audience male or female?  How old are they?  Where do they live?  Do they have children?  What kind of work do they do?

As you answer those questions to get a better feel for who your target market is, ask yourself this:  What kind of problems do they have that your product or service can solve?  The answer to this question will help you create a marketing campaign targeted towards your specific target market.

It may take a little bit of time and effort to define your market, but it is worth it.  Clearly defining your target market will help you generate much higher sales than if you tried to appeal to a general market.

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 Recommended Resources:

• 36 Easy Ways to Attract & Keep More of Your Ideal Clients
• Client Attraction Home Study System