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I often see businesses that want to sell their products to everyone. This sounds like a good strategy because the more people you target, the greater your chances of getting buyers. But in my opinion, this method often makes marketing unfocused.
Try to imagine that you sell healthy food products. If the target is too general, you will have difficulty determining promotional language, price, packaging, and even where to sell it. It’s different if you know from the start who needs the product the most, for example office workers, people who are watching their diet, or families who want healthier food choices.
In my opinion, understanding target customers does not mean rejecting buyers from other groups. In fact, the goal is so that we know who is most likely to be interested and how to talk to them. Once the main target is clear, a marketing strategy usually becomes much easier to create.
I also often see mistakes when business owners focus too much on what they want to sell, but forget to think about the problems customers want solved. Even though customers usually don’t just buy products. They buy benefits, convenience, solutions, or experiences that they deem valuable.
Target customers also help us create more relevant content. If we know who we want to talk to, we can make promotions using language that is closer to their lives. The results are usually more natural than creating ads that are too general and trying to catch everyone’s attention at once.
Another thing I like about having a clear target market is that it makes it easier for us to evaluate results. When sales do not meet expectations, we can see whether the problem is with the product, price, promotion, or if the target we have chosen is not quite right. So business decisions are not only made based on feelings.
If I may conclude, determining target customers does not mean narrowing down business opportunities, but actually helps us use time, energy and capital more appropriately. Businesses that know who their customers are usually find it easier to build communications, create relevant products, and form long-term relationships. I believe that no product is truly suitable for everyone, nor should we force it. It’s better to find groups of customers who really need what we offer, then provide the best experience for them. From there, the business can grow in a more targeted manner, and once trust is established, these customers can become a source of repeat sales as well as help introduce the business to other people.
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