It used to be frustrating when a client would engage me to help them create an infoproduct, and when I asked them who their target audience was, they would either be really vague or just admit that they had no clue. Trying to successfully market anything, be it a book, a workshop, coaching, or holistic health services is an uphill battle without a clear target market.
I now love when I ask my clients who their target audience is and they say “Everyone” or “I’m still trying to figure that out.” Why? Because I have a strategy for helping them Map their Market so they finally stop wasting their time marketing to the wrong people.
Let me share a quick illustration of what it’s like to have everybody as your target market. Here in the Twin Cities, the Vikings stadium holds over 60,000 people. Imagine me standing in the middle of the field and screaming out with a megaphone, “I help people create infoproducts so they can reach more people and grow their wealth.” First, how many people would hear me. Second, how many would be interested in what I am offering? I could scream all day, until I lost my voice and still not have anyone interested in buying what I was trying to sell.
Now imagine me in another room, a smaller room with about 100 people. Actually it’s 100 authors, coaches, and speakers that need an infoproduct to sell at their next speaking engagement. There’s no megaphone and no need to scream when I give my introduction, “I help people create infoproducts so they can reach more people and grow their wealth.” How many people do you think would be interested in my services? And if I have a good follow up system in place, how many new clients do you think I would have at the end of the month?
Choosing a target audience doesn’t decrease your opportunities, it increases the likelihood of you connecting with the people or businesses that are willing to pay for your services. Need more clients? Choose a target audience and invest time in getting to know them beyond the typical demographic description. Knowing the gender, age-range, and education level of your ideal audience is a good start, but there are other important details that most people overlook. For example knowing:
- What triggers your ideal client to buy.
- What values and priorities they have.
- What turns them off.
- How they evaluate products and opportunities.
- Who else they are following, listening to, or reading.
- Where are they spending time online and offline.
The right target market is the cornerstone of a successful marketing strategy. And knowing your target market is the foundation for having successful sales conversations. If you are struggling with identifying your ideal target market, request an invitation to my private telecall, Don’t A.S.K. – Don’t Sell. Click here for details and to sign up.