Finding your target market is important – I know marketing experts who research and research until they know exactly who their audience is right down to the “inth” degree. They know what they want to say to them and what to sell – but they take so long devising a marketing plan and a business structure that they never even get around to approaching their target audience. They are never-ending planners, the research “experts”. They do the research but forget to take the action. They aim too long. And they sometimes never get around to shooting (getting their message out there).
A moving target
Let’s face it – defining the perfect target market is a work in progress. Depending on your approach, your market could move a little to the left or the right, up or down. For example, you might be selling pink fluffy slippers to the lady of the house and build your whole marketing strategy around a certain demographic: Housewives who love fluffy pink slippers. Then you discover that you are getting hits to your site from other demographics: Single moms who are good at self indulgence. They don’t stay at home, they work hard, etc. etc. Then men who love to wear fluffy slippers. (Yes, they do exist!) Or men who love to give pink fluffy slippers as gifts…
Well, you get the drift – the target you thought you had perfect aim at has shifted. So what’s a good approach?
Shoot, damnit!
Plan briefly. Research briefly: Is there a market? Do they want what you have? Define your market but be ready and open to re-define it if necessary. Once you have a pretty good idea of what you are selling and that there is a market for it, just shoot. You can fine tune as you go along – seriously. The trick is to just get out there with the message, the product or the sales pitch. Take action and shoot before the target gets away.
