on who his ideal prospect may be, but he was definitely putting his message in front of the wrong folks.

Here’s a few qualifying questions I use to determine whether a target market is a viable one:

* Is there an association for this target market?

* Are there events, conventions, or groups where these folks hang out?

* Is there a publication for this market?

* Can they afford you the lifestyle you want to live?

Pay close attention to that final question. You may have a Yes

Last winter I took a trip to New York City. It was absolutely freezing (remember, I’m from Phoenix where a 120F day is not uncommon) but I’m ready to go again (warmer months, please).

There were some great sites to be seen for sure, but I distinctly remember this one fella. He was standing in the middle of the sidewalk, foot traffic swarming around him, and he was just screaming.

Not sure what about, but he was definitely screaming. And no one paid him any mind.

Odd, eh? Unfortunately, this screaming fella and most businesses are more similar then you may think.

When most business owners are asked about their target market they may be able to tell you about the demographics of age, martial status, income, industry. They may be able to even tell you about the psychographics of values, motivations and goals. Each of these descriptors outline an ideal client but none, however, a target market.

So what’s a Target Market? I could tell you it’s a Foundation piece for effective marketing, but here’s a better definition:

A group of people large enough to be profitable, yet small enough and interrelated enough so that your reputation can precede you.

“Large enough to be profitable” should be pretty clear. Going after a group that’s too small (”Left-handed albino bowlers from Wichita”) isn’t exactly going to create and windfalls.

“Small enough and interrelated enough” because you want to make sure your message can be heard and not get lost in the marketing maelstrom. You also want these folks to be close-knit and communicating with each other.

“So your reputation can precede you.” The holy grail, right? Folks knowing about you, your product or service, and the experience you provide your clients. All because they're communicating your message with each other. Call it word-of-mouth or viral marketing. I call it profitable.

Your ideal client can exist inside your target market. And knowing your target market - where you’ll be spreading your message - makes it much easier to reach them.

The screaming fella? May have had a great message and an idea on who his ideal prospect may be, but he was definitely putting his message in front of the wrong folks.

Here’s a few qualifying questions I use to determine whether a target market is a viable one:

* Is there an association for this target market?

* Are there events, conventions, or groups where these folks hang out?

* Is there a publication for this market?

* Can they afford you the lifestyle you want to live?

Pay close attention to that final question. You may have a Yes

most businesses are more similar then you may think.

When most business owners are asked about their target market they may be able to tell you about the demographics of age, martial status, income, industry. They may be able to even tell you about the psychographics of values, motivations and goals. Each of these descriptors outline an ideal client but none, however, a target market.

So what’s a Target Market? I could tell you it’s a Foundation piece for effective marketing, but here’s a better definition:

A group of people large enough to be profitable, yet small enough and interrelated enough so that your reputation can precede you.

“Large enough to be profitable” should be pretty clear. Going after a group that’s too small (”Left-handed albino bowlers from Wichita”) isn’t exactly going to create and windfalls.

“Small enough and interrelated enough” because you want to make sure your message can be heard and not get lost in the marketing maelstrom. You also want these folks to be close-knit and communicating with each other.

“So your reputation can precede you.” The holy grail, right? Folks knowing about you, your product or service, and the experience you provide your clients. All because they're communicating your message with each other. Call it word-of-mouth or viral marketing. I call it profitable.

Your ideal client can exist inside your target market. And knowing your target market - where you’ll be spreading your message - makes it much easier to reach them.

The screaming fella? May have had a great message and an idea on who his ideal prospect may be, but he was definitely putting his message in front of the wrong folks.

Here’s a few qualifying questions I use to determine whether a target market is a viable one:

* Is there an association for this target market?

* Are there events, conventions, or groups where these folks hang out?

* Is there a publication for this market?

* Can they afford you the lifestyle you want to live?

Pay close attention to that final question. You may have a Yes

roup of people large enough to be profitable, yet small enough and interrelated enough so that your reputation can precede you.

“Large enough to be profitable” should be pretty clear. Going after a group that’s too small (”Left-handed albino bowlers from Wichita”) isn’t exactly going to create and windfalls.

“Small enough and interrelated enough” because you want to make sure your message can be heard and not get lost in the marketing maelstrom. You also want these folks to be close-knit and communicating with each other.

“So your reputation can precede you.” The holy grail, right? Folks knowing about you, your product or service, and the experience you provide your clients. All because they're communicating your message with each other. Call it word-of-mouth or viral marketing. I call it profitable.

Your ideal client can exist inside your target market. And knowing your target market - where you’ll be spreading your message - makes it much easier to reach them.

The screaming fella? May have had a great message and an idea on who his ideal prospect may be, but he was definitely putting his message in front of the wrong folks.

Here’s a few qualifying questions I use to determine whether a target market is a viable one:

* Is there an association for this target market?

* Are there events, conventions, or groups where these folks hang out?

* Is there a publication for this market?

* Can they afford you the lifestyle you want to live?

Pay close attention to that final question. You may have a Yes

ther.

“So your reputation can precede you.” The holy grail, right? Folks knowing about you, your product or service, and the experience you provide your clients. All because they're communicating your message with each other. Call it word-of-mouth or viral marketing. I call it profitable.

Your ideal client can exist inside your target market. And knowing your target market - where you’ll be spreading your message - makes it much easier to reach them.

The screaming fella? May have had a great message and an idea on who his ideal prospect may be, but he was definitely putting his message in front of the wrong folks.

Here’s a few qualifying questions I use to determine whether a target market is a viable one:

* Is there an association for this target market?

* Are there events, conventions, or groups where these folks hang out?

* Is there a publication for this market?

* Can they afford you the lifestyle you want to live?

Pay close attention to that final question. You may have a Yes

on who his ideal prospect may be, but he was definitely putting his message in front of the wrong folks.

Here’s a few qualifying questions I use to determine whether a target market is a viable one:

* Is there an association for this target market?

* Are there events, conventions, or groups where these folks hang out?

* Is there a publication for this market?

* Can they afford you the lifestyle you want to live?

Pay close attention to that final question. You may have a Yes on the previous three, but if the market can’t pay you the income you need for the lifestyle you want… you may wanna move on.

Your target market is part of the Foundation from which to build your marketing campaign. Being clear here saves you time, money and energy. And for our screaming friend, lung power.