I've had several meetings lately that went something like this...
Me: "Tell me about your target market."
Them: "We finally got it nailed down! Ok, so it's men and women, ages 16 to 60, who live in America."
...And the record comes to a shrieking halt. It's easy to see why someone would want a target demographic like that, at least initially - that's literally almost everybody in the country. However, it's not a target market.
Logically, it can't be. If you place a 16 year old boy from Brooklyn and a 60 year old woman from rural Kansas in the same room, do you think they'd be even remotely interested in the same products?
Let's zoom in further. Even if you focus on one geographic location, there's still a world of difference between a teenager and an AARP member.
Oftentimes, when a smaller demographic is suggested, the business owner says: "I don't want to narrow my focus because I'm afraid I'll be losing dollars."
The thing is, choosing a target market does not mean refusing to take money from someone who doesn't fit. If you're selling rubber bracelets to high school kids, you wouldn't turn away a middle aged man who wanted one. But you'd also know that the middle aged man is likely a fluke. It would be a waste of money to try and attract more of them.
Establishing a target market will actually help you earn more dollars. Instead of wasting time and money on general untargeted messages, you can launch specific messages with real impact. You'll get more revenue coming in per communication dollar, resulting in more profits.
To find your target market, base your customer profile around your ideal customer. For example, a yoga studio's target customer profile could look like this:
Women, age 28-40, who live or work within 10 minutes of the studio
Often in a long term relationship, no kids.
Cares about her body and fitness. Perhaps interested in competitive running.
Have a spiritual mindset, open to Buddhism and Zen practices.
This gives us a pretty clear picture of the type of person who might enroll in a yoga class. She will not be an Evangelical Christian, because she has to be open to Buddhism (so advertising in the local Evangelic church bulletin is a waste of money). She will not be a stay-at-home mom, because she doesn't have kids (so no use targeting play groups). She will not be a coach potato, because she cares about her fitness (so don't waste money advertising on daytime TV).
This may still feel too faceless for you. If it does, consider creating a fully-fleshed character:
Me: "Tell me about your target market."
Them: "We finally got it nailed down! Ok, so it's men and women, ages 16 to 60, who live in America."
...And the record comes to a shrieking halt. It's easy to see why someone would want a target demographic like that, at least initially - that's literally almost everybody in the country. However, it's not a target market.
Logically, it can't be. If you place a 16 year old boy from Brooklyn and a 60 year old woman from rural Kansas in the same room, do you think they'd be even remotely interested in the same products?
Let's zoom in further. Even if you focus on one geographic location, there's still a world of difference between a teenager and an AARP member.
Oftentimes, when a smaller demographic is suggested, the business owner says: "I don't want to narrow my focus because I'm afraid I'll be losing dollars."
The thing is, choosing a target market does not mean refusing to take money from someone who doesn't fit. If you're selling rubber bracelets to high school kids, you wouldn't turn away a middle aged man who wanted one. But you'd also know that the middle aged man is likely a fluke. It would be a waste of money to try and attract more of them.
Establishing a target market will actually help you earn more dollars. Instead of wasting time and money on general untargeted messages, you can launch specific messages with real impact. You'll get more revenue coming in per communication dollar, resulting in more profits.
To find your target market, base your customer profile around your ideal customer. For example, a yoga studio's target customer profile could look like this:
Women, age 28-40, who live or work within 10 minutes of the studio
Often in a long term relationship, no kids.
Cares about her body and fitness. Perhaps interested in competitive running.
Have a spiritual mindset, open to Buddhism and Zen practices.
This gives us a pretty clear picture of the type of person who might enroll in a yoga class. She will not be an Evangelical Christian, because she has to be open to Buddhism (so advertising in the local Evangelic church bulletin is a waste of money). She will not be a stay-at-home mom, because she doesn't have kids (so no use targeting play groups). She will not be a coach potato, because she cares about her fitness (so don't waste money advertising on daytime TV).
This may still feel too faceless for you. If it does, consider creating a fully-fleshed character:
 | Jen, age 33 Lives in Liberty, Mo. Newlywed to Jason, no kids (but they refer to their spaniel Gus as their fur-baby) Works in public relations Loves fitness and health topics Has struggled with her body image in the past Runs occasional 5k races Interested in practicing meditation to lessen anxiety Loves local business and craft beer |
If this was your customer profile, you would write everything like it was meant for Jen's eyes only. You might have a dogs-welcome class. You might design a flier about cross-training for runners. You might host an open house and serve local-brewed craft beer. You wouldn't be afraid of alienating a faceless Jane Doe because you'd know that delighting Jen is all you need.
Having a specific customer profile is actually freeing. Instead of trying to capture everyone, you can try to capture the quality few. You can modify your storytelling to better resonate with the people who fit the profile. Instead of being locked into a prison of general bland messaging, you can be free to have a personality and tell an authentic story.
Having a specific customer profile is actually freeing. Instead of trying to capture everyone, you can try to capture the quality few. You can modify your storytelling to better resonate with the people who fit the profile. Instead of being locked into a prison of general bland messaging, you can be free to have a personality and tell an authentic story.
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