Or is the market your target?

Let’s discover the answer by targeting down a market.

Using the golf-market for our working example.

But is this really a market – the golf market?  A massive golfing glob – and a thriving one.

Your target market isn’t every one in this glob. Nor does it change if you swipe some of the glob away.

You have to go into the glob

Go smaller – narrowing your focus if your focus is offering your help. Help – is your product.

Your target market narrows to the type of target who wants what you have. Because you’re looking for a hungry prospect who has a problem. Your product helps solve their problem.

You… your product becomes the bright solution. Helping them, but it’s not educating the market about your product – trying to create a new market.

As we dig deeper with research we’re finding golfers have an ego.  Most are men.   Giving us a side note for future reference. If targeting female golfers,  female golfers will ignore ego driven macho type headlines. Hype, hype it’ll reads to them.

Men gobble-up ego driven headlines

Anything talking  Distance or Power.

Loving smashing his aerodynamic ball… then watching his buddies eyes pop out of their skulls.  Seeing his golf ball roaring yards and yards past their ball, which is laying all wimpy on the ground.

And giving a thrilling experience buying equipment,  quick video tips for the ego golfer.  Anything getting any edge over his buddies who put in long hours practicing.

So it stands to reason, calling out to a man with an ego who plays golf  with a headline on lowering your score, will be of no interest to this golfer.

Or will the dripping ego headline be of interest to the golfing man or woman.  One who does care about lowering their strokes for a lower game score.

Making it very easy if you don’t drill down knowing your prospect, you’ll end up missing everyone.  It’ll be just a marketing glob – not thriving for you – dead.

You’ll have to research deeper, steering a way from a man with an ego. Moving to the little pool of golfers who are interested in lowering their scores,  when targeting – “Win with lower score”.

Winning By Prospect Drilling Down

For now we’ll go back to the golfer with an ego, because lowering your score target-market, is a tiny glob compared to the sea of golfers with an ego.

Drilling down more into the mind of the ego male golfer, finding their number one worry is Power and Distance, matching their ego.  Then accuracy and lower scores.  To my surprise, lower score isn’t a worry at all.

Meaning, if we didn’t do the target market research, it’d be easy thinking a lower score is a golfers number one worry. Winning the game.

Then scratching our heads wondering why our headline or sales letter bombed. Unable to realize a low score isn’t at all important to a male golfers mind. While massive power and distance is.

Knowing who your prospect is opens doors. Making it easier having a one on one conversation. A real targeted conversation with a golfer who has an ego.

Who’s willing to buy equipment, information products and techniques to give him an edge, blasting the ball further.  Something his buddies will never do.

And it’s so what if his buddies get a lower score – win the game – it doesn’t matter to him. His big hit on the 4^th and 9^th and 15^th holes is all the talk in the club with brew after the game. Who won? Who cares.

Now your target-market is much easier to mine – targeting down into the gems.

Hi ho hi ho

Jim MacDonald

P.S. How do you target your market?  Love to hear your comments – post now below.