The importance of narrowing your target market as specifically as possible cannot be stressed enough in developing your marketing strategies. Often we think of the typical demographic and geographic definers, but businesses often stop there. I've talked about getting into the lives of who you're targeting, but I started thinking more about this when a podcaster (Entrepreneur on Fire) interviewed an entrepreneur whose target market was quiet women entrepreneurs. Her whole program is designed around quiet women and reaching out to them to help them be successful in their business endeavors. Brilliant!
Knowing the psychographic tendencies of your target market leads to insights of how to best communicate with this audience, what forums they're likely to participate in, and where they'll be most receptive to receiving your message. In our example above, we likely wouldn't have much success if we threw a big party or social event for these quiet women.
We've often heard the DiSC profile referenced to in sales scenarios. "D" stands for personalities defined by dominance; "i" stands for influence; "S" stands for steadiness; "C" stands for conscientiousness. (For more information about DiSC profiles, visit the DiSC profile site). Could you apply this to defining your target market?
Let's look at a business coach. What type of personality would they have success with in selling their services?
A Dominant personality is characterized as a person who sees the big picture; can be blunt; accepts challenges; gets straight to the point. They are confident, and may actually have a fear of being seen as being vulnerable. This type of personality may take some coaxing to be receptive to the idea of receiving business coaching (at least publicly).
An Influencer personality is characterized as a person who shows enthusiasm; is optimistic; likes to collaborate; dislikes being ignored. They value coaching and counseling and have a tendency to not follow through with things, so they need some accountability. This personality sounds like an excellent candidate for our business coach.
A Steady personality doesn't like to be rushed, has a calm manner and calm approach, and demonstrates supportive actions and humility. They typically are reluctant to confront others or promote themselves. As a business coach, speaking to these weaknesses would be a successful tactic in your marketing.
The Conscientious personality displays behaviors such as enjoying independence, objective reasoning, wanting the details, and fear of being wrong. They have difficulty delegating tasks and compromising. As a business coach, your marketing should speak to the benefit of giving more time to these personalities by helping them delegate tasks.
The next time you are crafting your marketing messaging, see if you can apply the DiSC profile to your audience or if their are other distinguishing character traits that will help you resonate with them. For an outside perspective, give Rethink Marketing a call!