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Focus on your primary market |
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Many business owners fall into the trap of believing that their products or services are “for everyone”— that is, anyone would be interested in or need
the products.
After all, if you have kids, you need toys and kids’ clothes, right? If you have a car, you need workers to service it. And if you don’t want to prepare your own tax return, you need a tax whiz to do it for you. So, why do the businesses that sell these products or services need to identify primary markets?
The answer is that, even if your business appeals to a broad market of diverse consumers, you need to identify who your ideal consumer is. If you’re selling expensive toys, for example, your primary market is wealthy parents (even though, theoretically, any parent can save up to buy a special gift). If you’re in the car repair business, you want to focus not only on what you do best, but also on what segment of the market needs your business most (not to mention what may be the most lucrative).
For example, if you’re the only business in town that knows how to repair foreign sports cars, and you happen to live in a city or neighborhood that houses plenty of these, your primary market should be foreign car owners. That’s not to say that you’ll turn away the driver of the Volkswagen if he needs a new transmission; the Jaguar owner just needs your expertise more. After you’ve identified your primary market, your advertising should match that focus.
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