Quick! Who is your target market?
Can you answer that question? I ask it of every business owner I meet and about half can answer it easily.
Why Do I Ask About Your Target Market?
If I know your target market, I can easily identify who among my contacts is in that group. Then I can ask those people questions to determine if they need your product or service.
I don’t want to get too far into the art of identifying your target market here, but I will say that if you began your answer to that question with “anyone”, it’s a safe bet that you would benefit from narrowing that down.
(If you want to know more about this, check out the book, Networking Like a Pro, by Ivan Misner and Brian Hilliard.)
I know you might be saying, “But, Bonnie. It’s true that anyone at all can benefit from my business!”.
I won’t argue. That may in fact be the case. The problem is that a broad, undefined target market makes it hard to make your content interesting. I can write a blog that appeals to a narrow market, but I can’t write anything but bland content for “anyone”.
Personalizing Your Target Market with an Avatar
In my opinion, the easiest and most memorable way to to convey your target market to another person is through an avatar.
An avatar is an imaginary person with the characteristics of the target market. It’s a bit like having an imaginary friend.
For example, here is mine:
Amy is a busy 42 year old married woman with two teenage children. She and her husband run a mobile car repair business. They go to their customer’s homes to fix their cars.
Amy has a bachelor’s degree in business administration, but she really loves cars. She knows the importance of good content, but doesn’t want to be stuck in the office handling the blogging, the written follow-up or writing brochure content.
Lately, the car repair business has fewer customers on the schedule, but Amy knows their prior customers have been very happy. Why aren’t they calling for new appointments? Their cars are running well and they don’t realize that the mobile car repair business also offers maintenance services, like oil changes.
Amy needs a way to maximize those relationships and bring in repeat business.
Knowing that she wants to be out in the field fixing the cars, Amy signs up for the FTR Customer Relationship Management system and hires me to develop and write a follow-up system that maintains the goodwill of prior customers and lets them know about the maintenance services.
An Easy Way to Build Your Avatar
If it’s hard to determine your target market, surely it’s even more difficult to write an avatar, isn’t it?
No. Actually, it’s a bit easier.
Grab a piece of paper and a pencil right now. Write down the names of your three best customers.
Now list three things about each of them that you would like to see in future customers.
Then write down what made those customers hire you. What problem did they need you to solve?
These are the elements of your avatar. You can now easily weave them into an imaginary person.
If You Can’t (or Don’t Want to) Write Your Own Avatar
If that last statement I made about weaving them into an avatar is too troublesome, comment below or send me a message. You’re in my target market and I can help you with this task.