Target Marketing: The Secret to Finding Better Clients

I belong to a couple of web-related groups on LinkedIn. While these are a great source for news and information, they are also notorious spam magnets. In the Web Development group, I commonly see postings from web companies offering their services. If you’re advertising (or spamming) your web services in a forum full of other web designers and developers, clearly you don’t understanding who your target market is.

Defining your target market is crucial if you want to be successful. Yet most of us fall into the trap of describing ours as:

“Small to medium-sized businesses”

Or even worse:

“Whoever wants my service at the price I’m offering it”

While the first example is a tad bit better, it’s still horribly unspecific. Defining a target market is like setting a goal—the more specific you are, the better chance you have of reaching it. Which goal do you suppose you have a greater chance of achieving: “Make a lot of money next year” or “Earn $60,000 by the end of 2012 by gaining 20 new clients”?

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