I bought a pair of Zeiss
binoculars many years ago, while travelling in Germany. I brought them home, put them in a drawer, and rarely used them. They are very sensitive, and the lenses are tricky to adjust. It requires patience, which I was apparently lacking.
Recently, I moved to a new place with a deck and a west-facing view. One clear evening, I decided to try out my old Zeiss binoculars. I focused, and I refocused, and then I made minor adjustments. All of a sudden I could see craters on the moon. I could watch birds playing in the wind. I could see stars and constellations, and I could make out the details of airplanes flying high overhead.
I love my binoculars, and I now use them all the time. The binoculars finally started working for me when I took the time to focus.
It’s a struggle.
We all struggle with identifying our target customer. I can’t tell you how many times I’ve asked a small business owner who his or her target market is to be told, “Everyone. Everyone can use my product and/or service.”
The problem with that is you can’t reach everyone. You can’t communicate with everyone. You can’t focus on everyone.
I recently attended a workshop taught by Caterina Rando
, a wonderful, motivational speaker. Caterina talked about how important it is to focus your marketing efforts, and she practices what she preaches.
Caterina talked about how she focused her coaching business. She’s developed a “Business Breakthrough Program” that probably could help everyone, but she isn't focusing on everyone.
Caterina combined her interest in coaching entrepreneurs with her experience with a very particular small business niche – women who are in the image consulting industry.
As a general rule, people within a niche industry segment are connected. Connections lead to word-of-mouth
communications, which leads to more business. This applies to image consultants, too. Image consultants attend the same trade shows, belong to the same industry associations
, follow one another on Facebook
, and when they are looking for business coaches, who do you think they are going to call first?
I don't know for sure, but my guess is that an image consultant looking for a qualified business coach is more likely than not to seek out the business coach who has experience in their field; the one who is passionate about their work; and the one who’s given talks at their trade association gatherings: Caterina Rando.
Remember, you can target everyone, or you can focus and get “closer to your quarry than you ever thought possible
This blog entry is part of a series of SWOT analysis questions to help entrepreneurs write their strategic brand positioning messages. Answering these questions will help put you on the path to succeed in business.
My firm, 2Bridge Communications, is dedicated to helping entrepreneurs reach the next level. Contact me
if you need help identifying your target market. I will help you get closer to your target customers than you ever thought possible!