What Would Happen If You’d Know Shirley

Target Market7.16.14“Shirley” is the code word for one of my client’s target market.  He knows his “Shirley” so well that he decides his marketing strategy with asking the question: “Would this work for Shirley?”  When we are brainstorming new marketing ideas, often he decisively says, “Shirley would like that,” or, “Nope. Shirley would never go for that.”

And what about you?  Do you know your target market so well that it has a name?  Or an age?  Or . . . well, you get the picture.

Most entrepreneurs don’t take the time to properly research or define their target markets.  And then they spend lots of money on marketing schemes that don’t work out.  Why don’t they work out?  They don’t know—specifically and painfully in full detail—their target markets.  They have some general ideas about their target markets, but there is no real definition.

However, when you look at the businesses that nail it in the market place, they have designed their marketing approaches to fit with and appeal to their specific target markets in a way that speaks directly to this market.

Most entrepreneurs don’t have thousands of dollars to spend on defining their target market but neither does my client who knows Shirley so well.  Here is what he did that works for him.

He asked some simple and yet powerful questions to who he is selling to right now.  He used his already satisfied clients as an advisory group who agreed to allow him to find out what their concerns are, what would satisfy their concerns in the future, and how he had helped them.  He also noticed, from a demographic point of view, how old his satisfied clients are, where they live, and the specific sex of who made the majority of decisions.

In summary, this client used his relationship with satisfied clients to breathe life into Shirley.  He did tell them what he was doing and why he was doing it.  His clients were happy to help him.  They were generous with their time and input.  They still check in with him to see how he doing on his project.

Granted this isn’t a very scientific approach to developing a target market but it works.  It will help you as an entrepreneur to get to know your Shirley.

Please feel free to comment below on this simple process. I look forward to hearing from you.

 

Photo courtesy of FreeDigitalPhotos.net

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    2 thoughts on “What Would Happen If You’d Know Shirley

    1. Fiona

      I liked the Shirley idea and, ahead, the half year assessment and revision. Both blogs offer very sound advice. As usual. Pity we procrastinate too much.

      Reply
    2. Mike Altman

      What I like about “Knowing Shirley” is that it humanizes my customers. They become people I care about not merely somebody who buys my stuff. Part of my role is to recommend a solution that fits a particular customer’s needs. Shirley’s needs are unique, so thinking of her as a real person that I know has me serving her better.

      Reply

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