Marketing Writing - How Specific Does Your Target Market Need to Be?
One major problem with writing a target market description is failing to make it specific enough. If you use generalities in your marketing writing, your writing fails to connect because your readers do not identify with the description. They feel no "ping" of recognition when they read your words. You won't grab their attention or engage their interest. Your description does not stand out in any way. The marketing writing does not arrest and engage your market. Your intended target is not compelled to read further. Click of the mouse and they're gone from your website writing. The question then is, "How specific does your target market need to be to engage and hold their attention?" Here are a few ideas.
1. It must be specific enough that you can clearly distinguish a member of your market from everyone else.
When you are in a group of prospects, does the information in your target market description clearly identify a target prospect from others? The more "instant" the recognition, the more clearly you have delineated your market. If you don't feel immediate certainty, your target needs to be more specific.
2. It must profile recognizable and real people with identifiable problems.
It's easy to get off into imagining a market that does not exist. We'd all like hordes of potential clients anxious to throw money at us and claim the honor or working with us. Instead of indulging such flights of fancy, keep it real. Be sure that your target market contains no fantasy aspects or wishful thinking. Stay grounded. Identify real people and real problems.
3. Your target market must have an identifiable need, and the budget and willingness to solve their problem.
Many business owners make the mistake of aiming for a market where empathy or misplaced compassion drives the need to "help" those who will not or cannot afford to help themselves. Be sure your target includes financial specifics such as, "They have a budget and need for my services." or "My market recognizes the necessity of investing in marketing services."
1. It must be specific enough that you can clearly distinguish a member of your market from everyone else.
When you are in a group of prospects, does the information in your target market description clearly identify a target prospect from others? The more "instant" the recognition, the more clearly you have delineated your market. If you don't feel immediate certainty, your target needs to be more specific.
2. It must profile recognizable and real people with identifiable problems.
It's easy to get off into imagining a market that does not exist. We'd all like hordes of potential clients anxious to throw money at us and claim the honor or working with us. Instead of indulging such flights of fancy, keep it real. Be sure that your target market contains no fantasy aspects or wishful thinking. Stay grounded. Identify real people and real problems.
3. Your target market must have an identifiable need, and the budget and willingness to solve their problem.
Many business owners make the mistake of aiming for a market where empathy or misplaced compassion drives the need to "help" those who will not or cannot afford to help themselves. Be sure your target includes financial specifics such as, "They have a budget and need for my services." or "My market recognizes the necessity of investing in marketing services."