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.