What is a target market and why do I need a target market in direct sales?
Good question! Let’s chat! 😉 First, let’s talk about what a target market is. Dictionary.com defines it as, “A particular group of consumers at which a product or service is aimed.” That is a perfect definition of it. You need to know exactly who your audience is and to whom you are trying to sell. (How’s that for correct grammar? 😉 ) Yes, you need a target market in your direct sales businesses! It may be easy to think,”I sell skin care products. Everyone has skin and is in need of my products. My target market is anyone with skin!” Or “I sell organizational products. Everyone needs to organize their home, especially moms. Moms are my target market.” While that second thought is slightly better, neither of those answers are really very good when it comes to talking about your target market in direct sales.
You can’t sell to everyone. Well, you can, but it’s not good marketing and won’t get you the results you want. If you try and appeal to everyone in your marketing, you will end up appealing to no one. If you have read any of my other blog posts, you have probably heard me say that before. Because it’s true! And it is an important concept to learn, even as a direct seller. Selling to “anyone who has skin,” or even “moms” is not specific enough. Yes, you may want everyone to buy from you, be your fan, like your product, etc. But the fact is, not everyone will, and that’s ok. Not everyone likes Apple products, right? And they don’t market to just anyone. They have a specific idea of who they are marketing to. You probably have a good idea of who that sort of person is! And they have built a huge brand, just by marketing to that person!
Who should I market to?
So, you need to get specific. Think of your one ideal customer and market specifically to them, and “moms” isn’t specific enough! There are lots of different types of moms, with different demographics! Moms can be all different ages, races, social economic status, education levels, marital status, personality types, etc. You would probably market to a 45 year old single mom, who is working a full time job with 3 teenagers, differently than you might a married 25 year first time stay-at-home mom with an infant. Those two moms are going to most likely have different interests, needs, wants, and abilities. The mom with teenagers probably isn’t going to be interested in how to organize a toy room, like the mom with the infant would. And the mom with the infant probably isn’t ready to think about what kind of organizational products might be helpful in a dorm room, right? Neither is bad, just different.
Like I said, think of one ideal customer. If you could create a perfect customer and clone 100 of them, who would he or she be? Think about specifics like how old they are, their marital status, if they work or stay at home, if they have children (and how many and what ages!), their education level, what they like to do for fun, what stresses they have in their life, what kind of music they like, etc. Get specific! You can even give this person a name, and even find a picture of what they look like from a stock photo site. My ideal customer is Jenn, and I could tell you all about her! She is who I market to.
Check out my mini-course on standing out in your direct sales business, It’s All a Bunch of DS
Why is a target market in direct sales helpful?
I mentioned earlier that if you try and appeal to everyone, you end up appealing to no one. Your content will seem watered-down and will not really connect with anyone, even if you feel like you are putting out good content! If you try to connect with all sorts of different types of people, you end up not connect to any of them. They will just scroll right on past your posts, because they aren’t connecting with them. But, on the other hand, if you are marketing to one specific type of person, you will connect with that type of person and lots of other people like him/her. You will start to attract a following of that sort of person, which if it is your ideal customer, you will attract lots of ideal customers! 😉 That’s what you want, right? Your idea customer just coming to you?! Try it, and see how it works!
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Now, leave me a comment and tell me about your ideal customer! I’d love to “meet” them! 😉