What’s the worst possible answer when networking and someone asks “Who is your target market?”
Everyone.
Really? Have fun getting in front of everyone. Or crafting compelling messaging aimed at everyone. Or {{shudder}} meeting with everyone.
This may seem counter-intuitive, but hear me out. When you say your services are for everyone, most people will not register this. But when you get specific, it will trigger a memory or thought with someone. For instance, if you are an accountant, and tell people your target market is small businesses in the health industry, this can trigger a response. “Oh, my sister runs a yoga studio and needs help with her books.” Everyone? Crickets. Specific client market? Boom.
This is also relevant in making sure you’re doing the kind of work you LOVE. I get calls for things like web design or social media marketing. Technically, I can do this type of work, but it’s not my sweet spot. Back in the day, I would feel compelled to take on this kind of work so I didn’t have to say no, and then was not happy during the project. I’m much more satisfied now explaining that anything besides brand design and print collateral is better suited with someone else, and then make a referral. This truly is the best outcome for all involved.
So figure out what truly jazzes you, both in terms of skills and passion. It’s perfectly acceptable to refer anything outside of your core skill set to someone else, leaving space for the right projects to come your way.
If you’d like to discuss brand design, print collateral, or anything design-related (or not), email me at cheryl@sweetboodesign.com or call 561.578.7019. If it’s not the right fit for me, I’ll get you to the right person.