Define Your Target Market NOW! It’s Easy

Initially, set aside at least 1 hour to work on this self-assignment. It is an ongoing exercise and may require several sessions. Don’t rush the process. Let your mind freely explore every aspect of the life of one person in your target market.

If you prefer, answer the questions in the form of a story. This brings your efforts to life. Remember, this isn’t just an exercise to get through. It’s to help you so you write laser-focused copy. In the end, you’re the beneficiary, so make this exercise count.

Complete all questions below in as much detail as possible. So, instead of answering “to Europe” for the question “Where does she vacation?” answer instead, “Janet vacations for 4 weeks every year. She spends 2 weeks in the south of France in April and 2 weeks in a small medieval town in Germany in October – Oktober Fest, of course! She usually includes a few day trips to remote villages to enjoy local culture and food. Her trips include first-class airfare and first-class transportation and accommodations. She goes in high-style because it’s her way of treating herself for working so hard 11 months of the year. These trips rejuvenate and restore her energy and provided a much needed break from a hectic business schedule.”

Here are the areas to explore:

1. Age
2. Gender
3. Marital status
4. Children
5. Pets
6. Occupation
7. Income
8. Geographic location
9. Where does she go on vacation?
10. What magazines/books does she read?
11. What are her hobbies?
12. What does she worry about?
13. What keeps her up at night?
14. What is her greatest fear?


This gets you started, but you can go into much greater detail, e.g. political views, values, daily living habits, financial life, world views, historical perspective, etc.

The more time and energy you invest in this exercise, the better your understanding of your market. The better you understand your market, the easier it is to speak the language that prompts sales, which is the whole point of writing your marketing materials in the first place!

The last two steps are:

1. Name your ideal client.
2. Cut out a picture from a magazine and glue to cardstock. Keep this within easy access. When you’re writing marketing materials, pull it out and write to this person in a friendly, conversational tone.

You only have to do this exercise one time. From now on, your efforts glide smoothly as you speak directly to your market. Your words are so effective, you notice an immediate increase in sales. How's that for a few hours of concentrated research and creative writing!?