We had quite a few new businesses in the audience last week, so the question of identifying - and then reaching - your target market was high on the agenda. The question asked was, 'I need to appeal to several different audiences, because I'm a new business and I need as much work as I can get. How can I do it?'.
The simple answer: 'You can't.'
Identify your ideal customer, and sell to them. Develop messages and communication channels that target them - specifically. Because they will make your business a success*. That's why they're 'ideal'. You need to be picky. Most businesses - new or old (or anywhere in between) - don't have the resources to target 'everybody'. So you need to choose.
(*Whatever characteristics your ideal customer has, the fundamental one - which applies to every business - has to be that gaining their custom will generate sufficient income for your business to grow. If they can't do that for you, they're not ideal, however attractive they may be in other ways).
So come on, get tough. If you want to be successful you need to know who will take you there. And ignore those who won't (for the time being at least!).
To learn more about reaching your ideal customers, you might like to join us at one of our free seminars: Unlock the value of your brand. It would be great to meet you!
