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Target Market Frequently Asked Questions

FAQ #1 - If I have chosen a specific target market and someone outside of that group approaches me to do work for them – should I turn them away?

That depends on where you’re at in business. If you have un-tapped hours available and the client appeals to you, go for it. Take them on.

Here’s the thing. You have built your business to appeal to a certain group. You’ve positioned yourself well and communicated your USP. You’re doing everything right and that will have a really interesting impact on others. People are attracted to a clear vision. So occasionally, even people outside of your chosen market will come to you just because they like what they see overall.

Although you might have chosen a specific target market because of a personal passion, you just aren't enthusiastic about working with people outside that group.

It’s perfectly okay to defend your preferences and turn down work that doesn’t fit. That is when you can make a friendly referral and win some brownie points with a competitor.

FAQ #2 – I’m in business right now and things are going okay but not spectacular. I’ve serving a wide variety of customers. I am nervous about choosing a target market for fear of losing existing sales.

If you’re doing okay, perhaps you have at least partially tied in with a target market but you just can’t recognize it yet.

Try doing a customer survey. Offer a discount or freebie in exchange for their completing your demographics and satisfaction questionnaire. Don’t ask so many questions that they feel like they’re taking a college entrance exam but ask enough that you learn useful statistics. Age, financial status, family status, career choices along with other topics that define your business.

You don’t have to fire existing customers to start working on attracting a more specific market overall. If an existing client is offended by your new tactics or verbiage, you may need to wish them the best and say goodbye. That’s a risk that you have to take in order to take your business to the next level.

FAQ #3 – I think my USP is that I am ‘in the trenches’ and I ‘know what other moms need’.

Buzz! Thanks for playing but your answer is incorrect.

You’ve just described the majority of your competitors. Sure they may be some who aren’t in the place you're in but most of them are. You will have to dig deeper.

There are some businesses for which finding a USP will be downright maddening. If you’re in a multi level marketing business – it has been designed specifically to be duplicated so you look like everybody else selling the same thing. When you are all selling the same widget at the same price through the same marketing vehicle – there is no USP. But with creativity and the free expression of your own personality, you can present your business with a flare that makes it your own.