Step 1: Define your Market Segment

I know, I know, you can work with ANYBODY, right? Well, while that may be true, to make the most of your effort and unless you have the advertising budget of Nike, then just pick one segment for right now. The best way to pick a segment is to take the easiest and most logical path. Trust me, if you are looking for a challenge, you will still be challenged on the bunny slope. Here are some things to think about when choosing your ideal client:

1. What are your key strengths and gifts that come naturally to you, but seem hard for others to grasp?

2. What are those things that your friends, co-workers and family members say that you should do?

3. What are you really excited and passionate about?

For example, people always told me that I am like Dr. Doolittle, and that I should be a professional animal communicator. I was also interested in coaching people, so to blend the two seems to make sense. So my area of focus is to work with horses and riders to improve their performance. So now I know what I want to do, but my playing field is a bit large to really target at this point. No worries, the next few questions will narrow my focus so I can actually take some action.

1. What influential contacts do I have that I can build upon to help spread the word?

2. Is there a particular group or groups of people that I can target?

3. How easy would it be for me gain access to them?

4. Do I solve a problem that they have?

OK, so here is how this works. When I was riding, I showed in a specific organization. I have contacts inside that organization, and also clients that I have worked with, who have given me testimonials. So it seems like a natural fit for me to focus on them first.

You will know you have identified your market segment when you know you who you would target, and what you would have to offer.

So have fun with this, and stay tuned for Step 2!

Comments

[Shannon]

Kirsten, you rock! I've just finally decided that all these people who keep saying you have to narrow your target market must be right. BUT, I couldn't figure out how to get from that to a niche that makes sense for me. Thanks for outlining a process in a way that I can actually use.

[Jeff Paul Big League Players Club]

I’ve been reading your post and found it interesting! Internet Marketing these days is spread almost everywhere in the IT world. I run a blog on Internet Marketing so I can use something from your blog as well.