If you focus on a target market, you’ll be more successful and make more money than if you try to serve everyone.
If you don’t know the term,
A target market is a group of customers that the business has decided to aim its marketing efforts, and ultimately its merchandise, towards.
In my work with my clients, they often resist the idea of choosing a target market for fear of being exclusionary… the idea being that if they choose a particular group of people to focus on, they are in effect saying NO to everyone else.
To help them get past this notion, I like to use this expanded view of target market:
A target market is the group of people who will get the most out of working with you.
You simply don’t have enough time in your day — really, in the entity of your lifetime — to help everyone who needs what you do.
Choosing a target market that represents the group of people who will get the most out of working with you allows you to focus your limited time resources on those who will most benefit.
This is a wise use of your resources.
It also increases the likelihood that EVERYONE who works with you will leave having experienced a high level of success.
But even this expanded notion of target market leaves some of my clients wondering about those they cannot serve directly; who’s going to help them?
One of the things that you must keep in mind when you are marketing online is this: most of the people who view your website are not ready to buy. They might be tomorrow, or next month, or next year, or maybe never, but they for sure aren’t ready today.
But you can still help them by crafting informative and helpful content that answers the questions that they have in this very moment.
And if you do it well, they will remember you and come back to you when they are ready to buy.
When you create products, programs, and other materials help those that you can’t help directly, you get your message to a larger audience.
It is this larger audience that encompasses what I call your Target Audience:
Your Target Audience is composed of those individuals whom you target with your marketing, the individuals who will get the most out of working with you, and other people who can benefit from your message, but whom will never feel compelled to work with you directly.
You will be much more successful in your business — whatever that business may be — if you focus your personal energies on working with ideal candidates, those who by their nature or needs are ready for what you offer. And by offering solutions that take less of your time to deliver — things like programs, products, even books and speeches — to those who are not perfect or ideal candidates.