When I ask someone who their targeted customer is,
I almost always get the same answer. Well, our customer could be
anybody.
We sell insurance, so anybody that needs insurance.
We're a financial planner, so anybody who eventually thinks they need to retire.
I want you to think about it in this way.
Have you ever been to McDonald's?
If you think about McDonald's 25 billion dollar company,
they have a targeted customer base. Who do you think it is?
It's kids.
That's why they have the Happy Meal, PlayPlace,
and that creepy clown. You'll float too!
You don't see their advertising during the 24
hour news cycler in the Wall Street Journal.
You'll see it most of the time on kids' shows. So,
when you're trying to figure out who your targeted customer is
and you try to cast the widest net possible, you'll usually catch the fewest fish.
Look at who
your best potential customer is. Look at your top 10 clients.
Are they more male or female? Are they more white collar or blue collar?
Where are they located? What do they do for a living?
What is their decision criteria based on? And
start to really focus in on who that customer is, serve them well,
because it's better to have a narrow niche with a lot
of clients that have a wide niche and no clients.