Anyone with a pulse! A client actually said that to me when I was working on building his Marketing Strategy. I also hear “everyone is a prospect” – chances are you don’t really know what your target market is. If you want your Marketing to be successful, you need a series of messages that communicate specifically to an audience, your target audience that is. Most marketers (business owners) create messages in generalities rather than specifics and cannot figure out why they get poor results. It is usually because they do not have a target market strategy – bottom line it’s because they do not know their target audience. Also if you have different products or services that appeal to different markets – you need to target them each with a different message.
If, you think in terms of a dart board you always aim for the bulls-eye right? This is where you get the most points…it’s how you WIN! You still get points for hitting the board but your score is much less for the same effort. If you want to win you need to come as close as possible to the center target and will have to hit it a lot if you are competing against other players. In terms of business this concept is no different; you must define your target market center point and hit that point as often as you can if you are going to win in the game of business.
To achieve this, review your current customer list by category and type. Then expand the list by writing down other markets that would be good candidates for your products or services. Pick one to three of these markets, then develop your message specifically to this audience. This becomes your marketing bull’s-eye and all messaging needs to be geared toward that center point, forget the rest. You will be blown away on how easy business will come when you are laser focused on your target market.
You should now be able to clearly define your message and communicate it to prospects, strategic partners and other sources of referrals. Do this and you will attract more clients with ease and without wasting marketing dollars to those that are not your target audience.
To Your Success!