Marketing: What market do you really want?

Who is your target market?

If you said everyone, I suggest that you look at the most successful businesses.  Even they don't have "everyone" as their market.

I am not providing any true insight here, as many people have said this before me (and you can bet that plenty more people will say it after I do, too).

However, the lesson must not be clear enough, because I hear both beginning and established businesses make this mistake often, like nearly all of the time.  (I did not say that ALL businesses do this, only that I can find a business guilty of this nearly every day, if I try.)

So...Why is it unwise to target everyone?

It sure seems to make sense.  Aren't we in business to MAKE money?  If we target everyone, we will not EXCLUDE anyone.

These statements are correct.  I will go further and say that very few of us will turn down a sale from anyone, if it makes us money.  (Note:  All sales do NOT make you money, but that is a different topic.)

There are a few reasons that it is not wise to target everyone:

• Identity:  People do not like to waste money (knowingly).  Most people like to go to specialists, because they do not like uncertainty.  If they go to someone who does specializes in something, they know what they are getting.  Someone who does "everything" does not provide this same certainty.
  Example:  In college, I was known as "the Math guy."  People came to me for tutoring, even though there were stronger students, but people knew what they needed, and they were clear that "the Math guy" would provide that for them.
• Expertise:  To become an expert, you need to spend time developing that expertise.  It is true that some people are naturally smart and do not need much time to be very good at something.  However, there are lots of these types of people.  The best businesses usually find a way to be, at least, a little better than other people and companies offering the same thing.
  Example:  Apple Computers is a great company, and there is a lot of intelligence and talent within that company.  There also are a lot of people who have dedicated a TON of time to become better than nearly everyone else.  Can you imagine them as a restaurant?  Of course not!  However, imagine if many of those same people spent just as much energy learning how to cook and run a restaurant...Are you looking to make reservations, yet?  I know that I would be.
• Resources:  Even if you personally are really good at everything, you don't have enough time to become an expert in everything.
  Example:  Even a large conglomerate company, like Proctor and Gamble (P&G), only have so much money and employee talent.  P&G makes all sorts of household products, but they do not run any restaurants.  (They might make some of the food that restaurants buy, though.)

What does this have to do with Internet Marketing?

Many people think that they need to be all over the Internet for them to be successful.  They want to be where everyone else is.

That's a good idea...to a point.

Definitely, you do not want to be trying to sell something that requires a high sales volume for you to make any money and be stuck selling that item in a deserted desert.

On the other hand, you want to make that you avoid somewhere with lots of people that has:

• MORE competition than you are capable of handling (Example: Coca Cola at supermarket)
• nobody buying--or not nearly enough people (Example: Free Public Concert)

How do we take this advice?

You need to find keywords (keyword phrases) that have enough people using these search terms to make money, but there are enough people there who are buying.  Plus, you need access to them.

In general, the more descriptions (keywords) you get, the more "limiting" you are being.  Then again, a higher fraction of these people are actually buying what you are trying to sell or willing to read what you are tryign to promote.

Compare:  "houses" vs. "houses for rent in Flint"

Which, of these, do you think will have more people, at least, somewhat interested?
Which do you think are more likely to find a greater number of the right people?
Which, of these phrases, do you think would give you stiffer competition?

The second type, "houses for rent in Flint," is called a long tail keyword.  You have more description; therefore, you have a better chance of knowing--in advance--what the Internet searcher will want when he or she types it.

Do you have ANY idea what someone who types "houses" REALLY wants?

If you don't, that's okay.  Truthfully, they probably don't really know, either.  (This is OK.  Usually, it is someone at the beginning of his or her search.)

Personally, I'd rather be near the top of the long tail search than that general (but more highly searched) keyword.  The Internet really rewards people who specialize.

There is not any need to sell anything to everyone.  In fact, you are likely to make more money if you are the best at making yourself known for one (1) or two (2) particular things.  This way, you will be the best at the things that matter to the people that matter the most to you (your customers).

I want the market that pays me without my having to work harder than I need to get it.  I also want to know where to focus so that it is easier for me to be the best.

THIS is the market that I want!

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