Saturday, March 3, 2012

Focus on aiming

I spent time with one of our clients last week explaining the process of defining a target audience. People new to the marketing game often don't get this--they naturally lean toward trying to speak to anyone who will listen to their message. In these situations I use the analogy of shooting an arrow at a target. The arrow may, in fact, hit one of the concentric circles of the target. The secret is NOT in defining the target, but in defining where we're aiming.

One writer whose article I recently read suggested a term to replace target audience: priority audience. His point with this term is focusing on the one audience you must have in order to succeed.