Have you ever asked yourself, who is my prime customer?

So many small businesses fail to ask this question, or worse, assume that everybody wants to buy their product. Whilst it’s important to believe in your product, it’s crucial that you’re realistic about both your product’s appeal and your company’s financial capabilities.

Think about your target market carefully. Most products do not have universal appeal, and you need to identify this in order to be productive in the right market sector. A cutting edge new skateboard is not going to do well in the over sixties market – that’s why you’re not likely to find one with a floral design or marketed in Readers Digest. And, even if your product does have mass market appeal, do you have the time and money needed to market it successfully to such a large group?

Most companies are restricted by limited budgets and a small team of employees, and so it is crucial that the money and effort they do have, is put into attracting their most responsive prospects. Whilst it can be difficult to take the decision to cut off a section of potential customers, by targeting a smaller, and more lucrative group you will often make a bigger impact and drive more positive results.

The price of your product will determine its position in the market, and consequently it will shape its design, how it is packaged and your marketing concept. You really need to know the type of customer you are aiming your product at before you can create an effective campaign. Does your product fit in with their lifestyle? Is it within their financial capabilities? Does it fill a need or want? Does it solve a particular problem they are having?

Once you have answered these questions, and clearly identified who your primary customer group is, then you can use your knowledge to inform your marketing. Instead of spending a lot of money contacting anybody, you can now use your budget to penetrate deeper into your most profitable market. Use specific criteria such as age, location, marital status, interests etc, to create an accurate list of your potential customers and start your campaign. Remember, you don’t need to be all things to everybody, but for your business to succeed, you do need to be something to somebody.