Why failing to accurately identify your target audience is bad for your business.
A particularly ambitious business owner may well believe that his or her target audience is absolutely everybody on the planet!
And you can hardly blame an entrepreneurial spirit for thinking big.
But in the ongoing battle between corporate giants and smaller businesses, are we really in a position to make such a strategy work?
Or should we be adopting a different and far more focused approach?
In short, do you really know exactly who your customers are?
Down at Smokey Joe’s Business Bar last week, I was with a group of Small to Medium Sized Business owners.
I’m talking about the sizes of the businesses, not the sizes of the people.
We were gathered around a table drawing up detailed character profiles of our perfect ‘typical customer’.
I’m not quite sure now how or why we started to do this.
I suspect it had something to do with the Electronic Quiz Machine getting taken away for repairs on that day.
A few of us really got into the spirit of things and were able to draw up quite convincing profiles of our specific target audiences.
I’d like to think that my own profile for the perfect Martin Print customer – in search of premium-quality printing and results-driven design to boost their business marketing – was pretty detailed and accurate.
Although I now think I may have used the wrong colour for the hair.