One of the first things I do with every new client is walk through a pre-project questionnaire, which gives me a lot of insight into their business in general and their goals for the specific project I’ll be working on. Most business owners love talking about their business and what they do well, and I love listening.
The problem arises when we get to talking about their target market. When I ask, “Who is the intended audience for this project? Who is the ideal customer?” The answer I get back is, almost invariably, “Everyone.”
It’s easy to see why this is a tempting answer. No one wants to feel like they’re turning away business or limiting their market. But if you think your target market is everyone, then you’re confusing “who you would accept money from” with “who you want to spend your time and money marketing to”.
Imagine you’re selling a line of skincare and cosmetics – something like Avon or Mary Kay. Both of these companies sell a huge range of products, from perfumes to lotions to lipsticks to aftershave. Because of that, independent resellers will often tell you that their ideal client is – you guessed it – “Anyone with skin!” In other words, everybody.
But is it really? Avon lipsticks range from $7 to $10; Mary Kay from $12 to $14. Both companies offer great products, but the teenager running into her local Walgreens to pick up a $2 tube of Wet N’ Wild lipstick is not likely to be a good customer for either one. And what about the woman who never wears makeup? Or the man who is currently using Dial soap to shave with? All of these people have skin, but does it make any sense to spend time and money trying to sell to them?
It’s a lot more effective to focus your efforts on marketing to your true ideal client – the person who is out there right now, desperate for your product or service (and able to afford it). Think of everything you can about the person who is the absolute best fit for what you’re offering. Is it a man or a woman? How old? What does he do? Where does she live? What keeps him up at night? Where does she go to find information about new products?
Let’s look at one more example of target marketing in action. Imagine you own a tutoring company, and you’re trying to market to local parents. With such a broad idea of your target market, you could have an ad that reads, “Do you want your kids to do better in school? We can help!” Or you could get a lot more focused: “Parents: Do you want your high school sophomore or junior to get into a good college? Our ACT tutoring is guaranteed to raise your child’s score by at least 2 points, boosting their admissions rate and likelihood of getting a scholarship.”
I’ll leave it to you to decide which ad offers prospects a more compelling reason to give you a call.