One mistake people make when they’re selecting their single target market is…
They put too much focus on the demographic aspects of it. Meaning, they’re narrowing their market around age, profession, or some other external factor.
But the reality is, more often than not, the problem your product or service is solving doesn't necessarily tie to people's age. Or location. Or what they do for a living…
Most of the time, what it really comes down to is the outcome people are looking for. And that’s what you should use to narrow your target market down.
It’s interesting how, when you’re presented with things exactly in the wheelhouse of what you need… or what you want and been thinking about for a while… you’re immediately compelled to take action. You feel no resistance. You just want to get that thing right away.
Here’s an example of what I’m talking about…
Have you heard about reMarkable tablet? It’s like a tablet that looks like an over sized Kindle. It’s got a screen and a pencil. But it’s not like an iPad where you’re writing on glass and it feels awkward. This one is a tablet designed for people who really like to write on paper.
I was minding my own business of Facebook one day… when the ad for reMarkable popped up on my news feed. I saw what it was. I started watching the video… and… before the video was even finished, I was already taking out my wallet. I knew it’s something I wanted. Because I've been interested in something like that for a while... I just didn't have the awareness of it.
And literally, 45 seconds after I knew reMarkable tablet existed, I was buying it…
Now, I have no idea why Facebook showed this ad to me, but I’m pretty sure my age or location weren’t the determining factors.
And here’s my point: Whatever it is that you do, if you've got something that solves an issue for people, the desire for that outcome is already baked into people. You just need to make them aware that a solution exists.
And if that solution ticks all the boxes for what people are looking for… your offer becomes irresistible.