After countless conversations with entrepreneurs who have difficulty driving traffic to their business, I've come to realize most of them would say yes. When asked the question, "Does picking a target market hurt your pocket?" most folks either come out and say "yes" or something like, "I don't want to focus on one group and look like I'm turning anyone away." (Sound Familiar) They (maybe you) are afraid to pick a target market out of fear of losing customers. To that response I have to ask, "When you market to everybody and nobody is listening, don't you still lose?"
The thing that really hurts your pocket is this fear, which is in turn preventing you from achieving your true objective of getting customers and building your own business. I talk about the 3 things blocking your business in my (audio conversation, which you can listen to here) and FEAR is one of those big blocks that can stop you for being a successful entrepreneur. Trying to pitch your product to anybody or trying to make your service look appealing to everybody is never going to get your business the kind of attention it really needs.
Let me dig alittle deeper here… As far as my business is concerned my target market isn't black women. My target market isn't even black business women. I specifically focus on black women solopreneurs who want to start or improve their online business using low cost marketing strategies. While that sounds like a mouthful, it is for and all about a very specific group that appeals to me because that is who I am. I guess I'm kind of a narcissist, wanting to work with myself (lol).
Seriously though, when you define your ideal customer from head to toe, it makes it easier for you to find and attract them. Perfect example, I recently finished a web design project for a client whose business is senior care services. At first glance, you might think her target is a senior in need of a home care attendant, but not necessarily. Her core target market is actually comprised of local area middle-aged children of seniors looking for professionals to assist in the care of their parents. Understanding her market allows her to talk their language and shed light on their issues. These are things that you can NOT do when you blindly put your business out there in the hopes that somebody will buy. Remember when I talked about 'Spaghetti Marketing', just throwing stuff out their and praying something sticks, I told you its messy business and it doesn't work as effectively as picking a focus. When you lack a target market, you can’t use the right images to attract potential customers or even say the right words that trigger the right customer to buy. You can't do any of these things if you don’t first define who your right customer is.
I’ve found in most cases the problem for many struggling entrepreneurs is not the product or the service, it’s their lack of experience when it comes to marketing. I’ve started doing my one-one-one consultations for the women in my SistaSense Circle and the common issue across the board is showing them (and you) that it pays to focus on a specific area for a specific audience. I know we all want to do big things and have big businesses but believe me when I say you have to start somewhere. I’m almost sure that if you are blocked in your business chances are you haven’t effectively defined your focus.
Funny enough, once you effectively define your target market you’ll see how much easier it is to get more people to follow you. But the proof is in the pudding; keep reading because below this I decided to share with you an email I received this morning from Rickey, one of the many men who enjoy reading SistaSense.com. I do have male customers and non-black clients who I also love to work with! As a matter of fact, one of the last Ning Network Designs I did was for a client in Australia! I say this to show you that the people who really want what you have to offer are going to take advantage of it, whether they are in your target market or not. SO fight the fear and pick a focus. Otherwise you’ll be the only thing that’s really hurting your pocket.
A Message in response to post Don't Work With Black Women (Period):
LaShanda, I met you via Multiple Shades of You, and was completely impressed with your professionalism and service delivery. You have stayed the course ( helping others help themselves) and done exceptionally well. So, as it is said, Keep On Keeping On!!! You have addressed as an ongoing issue, both genders deal with i.e "Don't work with Black Men" LOL same issues. You have been a huge encouragement for me, so this man, thanks you. - Rickey | Juniques Multi Cultural ConnectionsLast thing, don’t forget that I’m ready to help you find your focus. You still have time to either join my SistaSense Circle OR just schedule a one-on-one consultation. Related Post: Spaghetti Marketing is Messy Business
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Currently, I'm reading this book called "The Referral Engine: Teaching your Business to Market Itself," and the author really emphasizes the importance of being very clear about your ideal customer/client. Anyhoo, thanks for sharing! : )