Know Your Market Before You Figure Out Your Marketing Message
Jody Gabourie

Who are you marketing to?  Who are you
trying to sell to?  You need to be really
clear about this - not just to craft
your marketing message but for your
overall business.

It is important to zero-in on a primary group of people and really understand who
they are and what makes them tick. The better you know them, the more you
understand how your product or service fits into their lives. You are able to determine
if they have problems you can help them with, and then position your product or
service as the ideal solution.

To put it bluntly, if you don't define your target group or niche, you won't be able to
create a powerful, compelling marketing message.

You need to have a target or niche market in order to figure out whom you're
approaching and trying to talk to and start a business relationship with.  If you don't
know whom you want to market to, then it's going to be pretty hard to do any

It's also going to be really difficult to figure out your marketing message if you're not
sure whom you are aiming it at.

To come up with a message that speaks directly to your prospective clients' needs you
need to understand who they are and what issues they have that you can help them
with. It is only when you understand this that you can speak directly to them in a
compelling and meaningful way.

When you understand the type of people you are marketing to, you can craft
marketing messages that speak directly to them. You can more easily position your
products or services as the best solution to their problem. They will feel as if you are
speaking their language and that you understand them, which in turn builds trust and

What happens if you don't figure out what your target or niche is?

Many of us like to believe that the number of people who want and need our product
or service has no limit.  Also, most of us truly want to help as many people as possible
and so therefore believe we almost have an obligation to let everyone know about
what we offer.

But the truth of the matter is if a small business tries to market to everyone, they'll
eventually lose money and quite possibly go out of business.  You need to focus your
marketing efforts on those people most likely to buy what you offer.    And as
mentioned previously, your marketing efforts will miss the mark if your marketing
message is not geared towards a specific target market or niche.

You need to know whom you're talking to in order to talk to them properly and get
their attention.  If you don't, your marketing fails, you don't attract new clients and
your business falters and eventually fails.  How's that for a lousy scenario?

About the author: Jody Gabourie, The Small Business Marketing Coach, teaches
simple, innovative and powerful marketing strategies to help business owners find
and keep their most profitable clients.  To learn more about how she can help you take
your business to the next level, and to sign up for her FREE special report, ezine and
articles, visit her site at
Jody Gabourie Marketing Coach

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