Identifying and understanding your target market is
a critical factor to the success of your business. In this era of information
and product overload, you must single out the type of person who wants
what you offer so you cannot only communicate with them but establish
a connection. That happens when you have taken the time to understand
your target market.
When a client asks me to write for them, the first
question out of my mouth is, "Who is your target market?" In order for
me to write effective copy I must completely understand the product
and service being offered and I must thoroughly understand their target
market.
Do you know yours?
The concept of "target marketing" often overwhelms
the creative person and I hear more often than not, "I don't like marketing
myself." My best response is - begin to see
marketing as a creative process.
In today's world you need
to be an active participant in the marketing process. If
you've written a book and are looking for a publisher be prepared to
present a marketing plan. Even if you have an agent, you are part of
the "marketing team." As well you should be - it is your business.
Target marketing simply means zeroing in on the people
most likely to buy your service or products. Below are five simple steps
that will help you to identify and understand your target market.
1) Be clear and concise regarding
who you are and what you are selling. Sounds strange, but many
people try to be too many things to too many people. Then it is next
to impossible to determine your target market. Don't be afraid of creating
a niche for yourself.
2) Determine who needs what
you are offering. Remember people buy for three reasons: to satisfy
basic needs, to solve problems, and to feel good. Businesses also buy
for three reasons: to increase revenue, to maintain the status quo,
or to decrease expenses. Which market are you selling to? Now write
down a detailed profile of the people who have bought from you in the
past or who are buying from others that offer similar products and services.
What are their ages, incomes, and lifestyles? What are their interests,
activities and beliefs?
3) Find out whom your target
market is buying from now. Study your competition. Be bold. Talk
with them, learn from their websites, studios, place of business and
promotional material. Find out what they are doing that works.
4) Define what makes you unique.
Single yourself out from your competition. What can you give
that is above and beyond what others are offering? Based it on the needs
and interests of your target market. Educate your target market and
communicate clearly the benefits of doing business with you.
5) Listen to your current customers
and key people in your field. Make time to get to know the people
who hire you or buy from you. Ask them for feedback. Have them fill
out a questionnaire. Take your manager or agent to lunch. Ask for informational
interviews with key players in your industry.
Target marketing is not high math - it is common sense.
You can say, "Gee, I want a car." Focus on just that and you will get
a car but it may not be the car you feel good in. Or you can say, "I
want a 2007 green Honda CR-V with leather-trimmed seats and a Satellite-Linked
Navigation System. Isn't that easier to research and seek out than "Gee,
I want a car?"
Practice these five steps and
your newfound clarity and focus will allow you to find the perfect fit
for you and your business.
© Copyright
2007 Susan Ann Darley. All rights reserved.
COACHING - Take conscious control of your life and live
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