My target group are people from 12 to 79 years old. Who wear clothing and eat food.
What’s wrong with this target group definition?
In this article, you learn 2 key points of targeting and answer 7 questions about your target group, that make your work to a walk in a park!
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What’s wrong with the target group described in the beginning of this article?
It is meant as a joke, but let’s assume it is not.
The target group described in the beginning of this article is way too broad.
It is not gender-specific, targeting ‘people’.
It is not age specific, targeting a way too broad range from 12 to 79.
It does not target specific habits. Everyone wears clothing, everyone eats food.
Different genders have different needs, and most importantly, require different ways of marking communication.
Between 12 and 79 – there are thousands of different target groups, based on stage of life driven interests and priorities. And guess what, prior to 12 and after 79 there are multiple target groups as well.
A target group is never ‘all people’ and a market is never ‘the globe’ to start with.
Even for large brands selling commodities, it is not the case.
The more concrete, the more specific your target group – the better you understand their needs, the better result do you create for your target group, the better they understand you, the faster they resonate with you, the faster your product adoption, the lower your cost of customer acquisition.
This is the first key point of targeting: Be very specific. Niche down.
Ability to be very specific and to niche down is your competitive advantage in comparison to big players.
Big players may have plenty of resources including advertisement budget, but they lack the flexibility and creativity to develop products for and to target a new narrow niche.
The second key point of targeting is understanding the difference between end users of your product and multipliers.
End users of your product are people who wear or use your product.
Multipliers are noncompetitive to you, people and organizations that serve the same end users that you serve & have similar to yours mission and purpose.
Those are influencers, service providers whose clients may benefit from your product, brick and mortar retail stores and online shops.
Working with multipliers is always a stronger strategy since you get 1) instant access to already established distribution channel, 2) strong social proof and authority caused by support of multipliers.
Every specific end user group is served by specific multipliers.
It is very common to have multiple target groups of end-users and multipliers.
First, you define them all. Second, you decide what group of end-users are you going to focus on first.
Answer these 7 questions for every specific group of end users and every specific group of multipliers you’d love to work with:
1) DESCRIPTION: Who is your client?
Age, gender, profession, current life situation.
2) WANT: What does she want?
3) PAIN: What are her deepest pains?
4) HABITS: What are her daily habits.
5) OBSTACLES: What stops her from achieving what she wants?
6) RESULT: What result, what transformational experience that solves this pain, are you going to give to your client with your business?
7) MARKET SIZE: Market size estimation in people. How many people fall into your target group?
Based on your answers, decide what target group of end-users do you want to focus on first.
After 50 sales and 25 reviews, start targeting multipliers serving this end-user target group.
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Julia Antufjew is a Fashion Inventor and Manufacturer, 15 years in business, Bestselling Author and driving force behind Manufacturing Club Quantumfactory, Founder of Fashion Business Mastermind™, the one and only mentorship program that helps you quit fear, get focused and streamline your fashion business.