Find the fattest, juiciest, spiciest pepperoni on the pizza and chew the heck out of it.
Let’s back up. You see your pizza for the first time and the whole thing looks delicious. If only your stomach was big enough to eat all of it… But it’s not.
Your ability to market to customers is not big enough either. That’s why you need to figure out who your ideal customers are and chew the heck out of them.
Establishing Your Target Market
Every pizza has one bite that is better than the rest. It’s not too greasy, not too dry. And it has the perfect combination of toppings. That’s the bite that you want to go after.
As an entrepreneur, people are the same way. You don’t want to waste your time, money and stomach capacity going after consumers who will never become customers. The first thing you need to do is establish your target market.
Here are a few questions you can ask yourself to select your target market:
- Whose problem does this product or service solve?
Your business should solve somebody’s problem. This will be the end-user of your product or service.
- Who is most likely to purchase this product or service?
The end-user is probably, but not necessarily, the person who purchases the product. You want to choose the type of person who is able and willing to buy from you.
- Who do you have access to in terms of consumers you could reach with your promotions?
It doesn’t do any good to choose a group of consumers who are impossible to reach. You must have access to them and they must have access to you.
For example, maybe your neighbor’s younger child is struggling in math. You could fix this issue for them by offering a tutoring service. Your neighbor’s kid is the one who will benefit, but the parents are probably the ones who will pay you. And let’s say you know more struggling kids who live far away. But if you don’t live in or near their neighborhoods, you probably won’t be able to reach them.
Answering these questions will give you a good idea of who your target market is.
Finding Your Target Market
The more you know, the better. What is their gender, age, location, hobby, education-level, family status? What do they watch on TV? Who are their friends? What do they put on their pizza?
Yeah, it seems creepy – but the more you know about them, the more easily you will be able to find them. Answer these questions:
- Where do they live?
If you want to offer a neighborhood service, then start advertising in your neighborhood.
- Where do they work?
If you want to start expanding into your community, then consider talking to some of the big businesses in your area.
- Where do they shop?
When people are shopping, they’re in the buying mindset. Figure out where your target market shops. Go there and strike!
For instance, kids who struggle in math probably have parents who regularly attend parent/teacher conferences. And the parents who are eager for their child to get better – who are willing to pay for their child to get better – are probably the parents who show up at the beginning of the conference.
Approach teachers and ask them to recommend your tutoring service to parents. You can even give the teachers a flyer for them to provide to the first 50 parents at the conference.
The Round Up
In conclusion, determine the most able, willing, eager consumers of your business and politely barrage them with your product or service.
In other words, find the fattest, juiciest, spiciest pepperoni on the pizza and chew the heck out of it.
Photo by: HamburgerJung