When you’re doing marketing writing for a website or business materials, most business owners find it very challenging to define their target market. It’s can seem elusive to write the specifics. It requires discipline, and there’s always the fear that you might inadvertently eliminate some potential sales. Sometimes, it can feel like wrestling with an octopus when you have to include or exclude some prospects. Yet, a very general target market attracts NO ONE. Here are some of the difficulties in clarifying your target market, and some ideas for how to overcome these obstacles.
1) You want to include EVERYONE and end up attracting no one. It’s so hard to let go of the unrealistic notion that your target description can appeal to everyone, or that everyone needs your product or service. This is something most of us cling to stubbornly – way past the time when we should have accepted reality. Get real and be realistic. Describe a specific target market so that you can and will grab their attention.
2) You can’t seem to discipline yourself into spending the necessary time and effort to get the details written down. You’re too busy with your business, or you just hate to write, or it feels like an overwhelming chore, or you don’t know how. Get help! Hire a professional writer or a marketing coach. Every facet of your business revolves around your detailed target market description. How you market, where you market, and what appeals to your market can’t be implemented effectively without first hammering out exactly who your market is.
3) You have to make choices about who you really want to work with. You decide that some segments are or are not your market. This forces you to make more precise choices. You can’t create an effective target market without making choices. Some will be easy and some will be wrenching. Think of this process though as refining, defining and sharply targeting. It’s not personal rejection or acceptance of particular prospects. It is simply stating specifically who you work best with and who gets the best results from working with you.
4) Creating a target market may feel “mercenary” or too much like a “used car salesman”. You might worry that you don’t seem authentic or genuine if you’re intentional about your target market. This prejudice against marketing language can negatively impact your business. That’s equivalent to wanting to be a business success while believing it’s impossible for you to do. Leave these self-defeating attitudes behind you.
5) You know who your target market is currently but you haven’t updated your target market description with that relevant information. You get questions and requests from prospects, but haven’t incorporated your new targets into your existing description. You see that technology has changed, but haven’t incorporated those changes to attract your intended market. Sit down and take the time to make needed revisions. The sooner and faster you do it, the quicker you will attract your true market.
For most business owners, it’s a real struggle to figure out their target market. It is a challenge but is critical to the success of your business. When you are doing your business writing, clear out any and every obstacle to creating a clear target market. Your business depends on written business materials that attract your best clients.