To be most effective...
in business, you need to know who you are selling to.
Correctly identifying your market can really help set the tone for your brand. Taking the time to identify WHO you are trying to talk to can really assist with the development of the HOW you speak to them. Think of it this way: it is unlikely you would develop a radio ad for the deaf or a billboard for the blind, so why not take the time to understand a few things about your audience before jumping in.
Do you understand...
Your target market's
Age?
Gender?
Location?
Likes?
Dislikes?
Habits?
It is referred to as market segmentation. There are many different ways to segment the market and perhaps I will go into greater detail in another post. But for right now I really want you to understand and appreciate how beneficial it is to find the one that is right for you. Identify your primary and secondary targets.
Saying that "everyone" is your target is doing little to help you develop your marketing and communications strategy. If you fail to understand who you are talking to, how can you be certain you are sending them the right message? If you are not sure where to find your audience, are you sure that your message is reaching them?
Targeting everyone brings to mind the phrase "Jack of all trades, master of none." Avoid weakening your brand presence by trying to serve everyone and diluting your message for "everyone's" taste. Everyone is not your target.
Take the time to identify your ideal customers and tailor your message to suit. Your message is more likely to resonate with your ideal customer if they feel like you have personalized the message just for them.
Need help defining your target audience? Contact me. Together, let's use some creative strategy to take your business to the next level.
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