I work with a wide range of clients, but I see one thing happen with small businesses time and again: While they know what they do or even how they do it better than others, a lot of times in their discussions they fail to help others understand their specific target market.

No, that wasn’t redundant. I included “specific” before “target” because while your target market may be slightly broader, “specific” is really about your sweet spot.

IF A TREE FALLS AND NO ONE HEARS IT…
Why is this important? Well, for example, Lucky 13 Strategies is based in San Diego and serves small businesses, among others.  I often describe San Diego as “a big small town” because people are very well-connected here. So if you tell people in San Diego what you do but don’t help them highlight mentally who in their circles might want to get to know you, you are missing out.

You may have a fantastic product or service to offer, but that message needs to be received by the right ears (or eyes).  It’s no secret that we all prefer trusted referrals. So if you are losing the opportunity to have news of what you do naturally spread through a family dinner or a friendly barbeque because people don’t understand your full message and who they should be saying it to, that’s a lost opportunity.

Your target marketing should be woven into your positioning statement. Your market should become a natural part of how you present yourself and talk about what you do. To be blunt: until that piece falls into place, your positioning statement is incomplete.

DON’T BE AFRAID TO BE SPECIFIC
Let me say it again: Don’t be afraid to be specific! Targeted companies create strong market holds. If you have a strength, play off it and build from there. If you are the absolute right hair stylist for young female professionals, say that. If you are (or want to be) the go-to web designer for new tech companies, say it! You will eventually grow your audience, but if you can start as the go-to for one sector, it gives you a credibility from which to grow.

The bow on top is being able to explain why this market segment is the one you love and how you serve it best.

NEED AN EXAMPLE?
As for Lucky 13 Strategies, we love creating business and marketing strategy for growing businesses. The organizations that seem to appreciate our work because they want and need marketing and business strategy but don’t have the resources to handle it all in-house. We are a great fit for companies that have motivation but need a little guidance figuring out how to go about it, and how best to make use of the resources at their disposal. While we collaborate with clients throughout the country, our sweet spot is San Diego small businesses and individual professionals looking for change or a stronger sense of brand. 

See how easy it is?