When I talk about defining your target markets to many of my clients they’ll quite often say something like ‘my product or service is for everyone’. ‘Everyone needs it!’ ‘If you’ve got a pulse you can use it’ And I’m sure its true!
But and it’s a big but…. you can not successfully market to everyone with a single message!
That’s why its important to define your markets. And notice that I said markets. You may have 4, 5 or 6 well defined target markets.
Look, I’m pretty sure you’ll agree that you don’t market, say something like a gym membership, to a 25 year old female the same way you’d market it to a 45 year old male… even if the product or service is useful and relevant to them both.
That’s why it’s extremely important to establish an avatar or a visual representative for each of your markets.
And it’s really not surprising that once you do this, once you envision who that person is, what they look like, what kind of car they drive, where they live, do they have kids, are they active, do they have a summer home, do they go south in the winter?
Once you see them … once you know them… once you understand them, you will be able to emotionally connect with them. That’s when you’ll be able to activate their emotional hot buttons and they will respond to you. And it won’t matter if its traditional advertising, online marketing or through social media. They will become part of your tribe and they will become your clients.
If this makes sense to you and you’re interested in expanding on this or any other marketing subject … the company is Viral Essence Marketing Group.