Going into business, we all have a pretty good idea of who we want to attract and how to speak to them.
But equally important is really knowing which customers you DON’T want. Or, more specifically, the customers and customer attributes that are wishy-washy, so-so, unengaged, uninspired, and overall not really part of the base you’re looking for.
It can be ok to turn away.
It might seem odd to “turn away” customers, but one of the easiest traps to fall into is trying to be everything to everyone. It’s a slippery slope. After all, excluding feels counterintuitive. It feels rude.
But “turning away” is really a way of saying “I only want the best, most loyal customers who will loudly and proudly advocate for me at every turn.”
But in order to identify who these people are and who they are not, we need to identify everyone in our group, and then strategically sort them by degrees to which they align with our brand and vision.
Target audience mapping.
If you’ve worked with us on your brand platform, you’ll know this as Target Audience Mapping. Target Audience Mapping helps us to create a lay of the land – an overview of everyone in our purview.
To begin Target Audience Mapping, you first need to determine a range your customers fall within. In our own example, one axis spans from Fortune 500 companies to small businesses (the range of what potential customers might fall under).
Our other axis describes an approach, ranging from strategic and holistic to tactical or specialized. When you cross the two, our target audience is looking for strategic and holistic approaches geared toward small businesses.
On a separate page, we identify the types of people who might be seeking out our services. This is sort of a Goldilocks process: Are we too big, too specialized, not quite the right fit? Or are we Just Right?
If we’re just right for them, they’re just right for us.