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Who are you talking to?

Carma Spence teaching how to market your club On Tuesday, I taught a class on how to market your Toastmasters club. Basically, I was sharing my general online marketing knowledge as it applied to attracting new and retaining current members for a club. What I shared, however, can work regardless of what you happen to be marketing.

But the interesting thing is this: there were several question asked that boiled down to the same answer. And that answer is, you need to know who you are talking to. In the case of a Toastmasters’ club, you need to know who your ideal member is. Who would be the best fit for your club’s personality?

When marketing a book, authors need to know who their ideal readers are. Who would be the best fit for the book? Who would be most likely to pick it up at a bookstore and buy it? Who would be most likely to be searching on Amazon for it?

When marketing your business, you need to know who your ideal clients are. Who would best fit what you have to offer? Who would be most likely to have the combination of need and want, and therefore be most likely to not only open their wallet and buy from you … but to actually benefit from what you have to offer?

Your target audience needs to be specific. It needs to easy to define and to describe. “Everyone” is not a target market. And, neither are “entrepreneurs” or “business owners” or “swimmers.” You need to more precise than that … or your marketing will be ineffective and you won’t get the results you’re looking for.
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