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.”
4. You must understand the specifics of their psychological makeup.
How does their problem affect them emotionally? What motivates them to seek a solution? When you get “inside their head”, what compels them to consider your solution? What are the drivers? Include all psychological components that you recognize and understand. Perhaps they are driven by fears or insecurities. Include these.
5. You must understand the specifics of what your target market wants when they get their problem solved.
This doesn’t mean only the solution itself (features of the service) but also what they want to experience once they have the solution (benefits). This would be things like “freedom from X”, “time for family”, and “relief from worry and stress”. Here is where your considerable experience in working with your target market will be evident in the information you provide in your marketing writing.
6. You need to be demonstrate your understanding about how your target market thinks.
If you could hear their thoughts, what would you discover? What would arrest their normal behavior and have them suddenly give your writing their full attention? What are the “grabbers” that they would respond to? What do they need to see and hear? Dredge your memory for those things that satisfied clients revealed to you once their problem was solved. Describe these revelations of innermost thoughts and feelings and you will have the “magic elixir” to attract your target market.
7. You must be specific enough to know where you can locate your target market.
If you know who they are, you should be able to identify where they are. Where do they show up? Where do they congregate? What are their associations and affiliations? How could you access a aggregations of your target market? If you don’t yet understand the specifics of this, you don’t yet understand all the specifics of your target market. The more clearly defined your market is, the more obvious it becomes to you where you will find them.
It’s critical that you become very specific about your target market. Most business owners, when they define their market, believe that they have does a great job of describing it, but typically, they’ve only scratched the surface. The only way to have an effective target market, is to be very specific.
Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.