Who Do You Serve?

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Defining your target market is another big area you want to be clear about to make life (and marketing) easier for yourself.

Here’s why.

It helps you zone in on the people who are looking for what you have to offer.

My fiance and I decided to have brunch in a new spot where jazz was playing in the courtyard










(See? That’s us.)

As we walked around, I started to notice a theme in the shops: there was a Tesla car as you entered, a Lululemon and Athleta across from one another, a Banana Republic, Crate and Barrel…

I immediately started thinking about the average income the people surrounding me probably had, the types of activities they liked, etc. How did I know this? Based on the shops.  Smart business owners put their material in front of people who want what they have and can afford to buy it.  (These shops would not likely be on the south side of town.)

Why then, do we get all in a tizzy when asked about our target market?  (Remember the fear of missing out?)

If your program is for women with elementary age children, your messaging will look and sound a lot different than if you were talking to women with college age children (empty-nesters). Their thoughts, needs, worries, fears, aspirations and desires are potentially very different and how you engage with them is likely to be different as well.

My favorite example of this is Diet Coke and Mountain Dew.

When I think about Diet Coke, an image of a slender, professional woman pops up in my head.  When I think about Mountain Dew, young men, extreme sports and bright colors come up.  While I’m sure that there are probably young people who like and drink Diet Coke, the makers of Mountain Dew are not going to spend their advertising dollars running ads in Cosmo and during the show Scandal, because that is not where the people who are likely to buy their product hang out.

The same applies to you. 

I was working with a new health coach who wanted to help busy women heal their relationship with food and fit everything in.  At first, she wanted to work with other coaches and business owners, because they seemed to be the easiest to find.  (Typical right? We’re in these Facebook groups, so it seems logical to want to serve that community.)

However, she was leaving all of her personality, skills and desires out of the mix (see put you into your business)

In the end, we determined that she could get excited about women ages 28-44 in the advertising and marketing space, in her home town, who are definitely busy, who she most definitely knows about where to find them and how they think, because she used to be one of them.

Don’t worry. I’ll break down for you how we decided to find her clients in a future post.  First things first… (Next up: Developing your client avatar, Crafting your what do you do statement and finally…How to find YOUR peeps. So stay tuned…)

Who do YOU serve?  Inquiring minds would LOVE to know.  Or if you want a little more help, book a strategy session and we’ll discuss your situation and how we can work together to move you forward.

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