When you’re a solo entrepreneur or a small-business marketer, you can’t afford to blanket the airwaves with advertising, casting a huge net with the hopes of landing some fish.
Your outreach to potential customers has to be count. It has to be focused, well-targeted, and efficient.
Therefore, when determining your target audience, you should ask yourself a sequence of simple questions:
1. Who needs my product/service?
2. Who knows they need my product/service?
3. Who knows their need and can afford to purchase it?
4. Who, in that last group, can I actually reach?
That is your target audience. Everyone else may eventually become a prospect, but for now, only the last group is your source of business. Market to them, and you can succeed. Market to everyone, and you’ll likely fall by the wayside.
StickyFigure, a division of Impactiviti, specializes in helping small and mid-sized businesses that are seeking to make greater impact in their marketplace, but do not have the internal resources to brand themselves effectively. We also partner with larger organizations that need to borrow a fresh creative perspective.
Steve also actively consults in the training/communications field, with a particular focus on healthcare and pharmaceuticals; and he serves as VP Communications on the Board of a local ASTD (American Society of Training and Development) chapter in NJ.
Latest posts by Steve Woodruff (see all)
- Who Needs You? - December 11, 2007
- Can a Credit Card be “Brighter”? - November 22, 2007
- Tagline Parallelism – One That Works, One That Doesn’t - November 6, 2007