November 02, 2006
Your target market is closer than you think
Companies spend millions of dollars on research. Looking for the customer profile that will best fit their offering. Trying to figure out the messages that will resonate with these individuals. Doing their best to determine the things that influence the defined niche to buy.And you need to spend time talking to yourself.
Then, they spend even more trying to communicate with that market. Web sites, brochures, advertising, direct mail, email newsletters, blogs, YouTube videos, social networking, Digging, tradeshow booths, speaking engagements, public relations, roadshows, and on and on and on.
Companies spend all of this time and energy and money seeking to understand and influence a "target market" in hopes of becoming successful.
Most of it-the vast majority-is a complete waste. And I speak from more experience in that regard than I care to admit. But, learn from your mistakes and whatnot.
Now, where was I? Oh, yes. You likely came here after reading the title and I've done nothing but ramble on about things you already know. My apologies. You know me. Pontificating and preaching when I should be getting to the point.
And the point is this: Many companies are ignorant that their primary target market is already accessible. Already available. Right there in front of you. And already hungry to hear the message. To believe in the company. To believe in the products. Ready to consume. And you already have a communications channel-likely malformed and underutilized, but existent-with them.
Where is this mystical market of which you speak, vile charlatan? Enlighten us so that we may rain down upon them with vigorous communications.
Walk down the hall. Better yet, look in the mirror.
Ta dah!
You see, your target market-your true target market, your accessible target market-is each and every one of your employees.
You hired intelligent, capable people. They need to believe in you.
Now, I am the first to admit that most companies don't have the luxury of producing a product or service that their employee base can actually purchase and use. You're probably producing a widget or a chip or a pipe. Or consulting. Or designing. So, in the classic sense, your employee base is not their target customer. But they are still the primary target market.
You need to spend time talking to your employees. You need to spend time conversing with them. You need to keep doing it. No matter how uncomfortable it makes you.
And you need to spend time talking to yourself.
Because here's the thing... if your employees don't believe in what you're doing, you're sunk. If you can't get them excited about what you're pursuing, then you're in trouble.
You hired intelligent, capable people. They need to believe in you.
So turn to the mirror. Do you believe in what you're doing? Do you believe what you're saying on a daily basis? Do you believe in the company? If you answer "no" to any of these questions, what makes you think your employees will?
You think you're capable of spinning that story? That's quite a sales pitch. And even if you were capable of doing that, where's the reward? Don't you have better things on which to spend your energy?
I thought so.
Honesty is the best policy. Start using it.
So, what if you start being honest and your employees don't believe in what you're doing? Well, that's a-whole-nother story. But, basically, you either let them off the bus or you throw them off the bus. And then you spend time getting people on the bus who do believe in what you're doing.
And what if no one but you believes in it? You just cut your overhead to a single digit.
And what if you don't believe in it? Things just got even easier.
Believe in it or don't do it.
Your target market is closer than you think
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