Tuesday, April 10, 2012

Define Your Target

Hello People, a happy Easter in arrears!  So sorry this post is late, along with the Easter wishes; I had a weekend where my body just gave up on me!  Apparently I had been running this vehicle without the appropriate maintenance and it just refused to get up one more time at the weekend.

Anyhow, to today’s post.  I wanted to share an experience with you all and hopefully, we will all find something useful within it.  I remember when we started Effectual Magazine, we wanted to become the magazine for every woman.  We were looking for a product that will win with every body that picks it up and so we did our best in marketing to every single person that we came across.

While the courage to walk up to just about anyone and tell them that their lives depended on our product was a great feat, we also found out with time that we were dissipating energy in every direction and therefore we were not making much of a head way.  I found that we spent more time convincing people to take the magazine, but more disheartening was the fact that when we returned for feedback, we found out that these people, after we had badgered them, usually took the magazines but never got round to reading them.  This for me was unacceptable!

The reason this was unacceptable was simple; as much as we wanted to be able to sell the magazines, we wanted more for our buyers to read them.  This got me thinking, and what I found out was that except the product is air, it is not meant for everyone!  Which meant that we had to go back to the drawing board to ascertain which women were our target audiences?  We quickly realized that the woman, who will make it a point to purchase Effectual and actually read it to add value to her life, isn’t necessarily the church attending woman; it goes beyond that.  Our product is fashioned for the highly intelligent, spiritual, not religious and upwardly mobile woman. This woman had to have both brain power, focus and a craving for the best life, to be able to read us.


Once we defined our target, our work became easier! Rather than just pursue everyone we came across, we saved our breath and time for the woman who I have just defined above!

Should you be starting a dream right now, it is therefore imperative that you define not just your dream but also your target audience before you even begin.  This will save you time and energy!  For those who have been working and running with their dreams but still find it not as effective as they will like, maybe you also need time to define who you are called to!

The Easter weekend had me thinking, and I am pretty sure it is the fact that Jesus was very clear on who he was called to, that has made his brand the strongest and longest standing one in all history.  It was simple “I am called to the lost …” He says.  Any wonder His brand is still waxing strong?

Remember, it is not about the dream; it is about what you do after you dream.  You will make it NeverTheLess.


Sistar B

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