The Rapid System and Focused Marketing

Defining And Targeting The Right People Is THE Key To Any Marketing Campaign’s Success.

This strategy is probably the most important of all – no matter how amazing, appealing or unique your product or service is – if it is marketed to the wrong people it will never reach its full potential.

Nothing is more certain than this!

World-class marketing is built on one main principle – clearly identifying the people / organisations that you are trying to reach.

This sounds like a very obvious statement to make, yet 99% of all businesses fail to do this – or fail to do this effectively. Before you write one single word, you must define your ‘target market(s)’ or ‘niche(s)’.

The ideal Target Market is a clearly identified group(s) of people/organisations who/which…

Need – and more accurately ‘want’ – your products or services
Can afford to pay for your products or services
Can be easily reached by your marketing efforts
Have similarities (demographic/psychographic) that enable you to easily identify them and ‘group’ them together

One of the biggest mistakes you can make is to try and be ‘all things to all men’. Yes, you will get some results using this approach, but by focusing on one or more niches or target markets you will be far more successful and this success will be achieved much quicker than the more conventional approach.

So why do so many people try to be all things to all men? In most cases it’s because they’re frightened to limit the number of people or businesses they specifically target. They think if they reduce the number of prospects, they’ll risk their whole livelihood!

Nothing could be further from the truth…

We are often asked – “If I limit my market, won’t I be reducing the chances of doing business with more people?”

Of course you will, but to succeed in today’s competitive marketplace you need to concentrate your marketing on a small number of well-chosen segments or niches, into which you pour all your resources.

Because you are targeting fewer companies or people, the same amount of money you could have spent marketing to everyone is spread across a smaller number. Therefore you have more to spend on each prospect than you would if your market was bigger, or you can spend less because your market is smaller. Either way, your chances of improving your success is enhanced considerably.

In a nutshell, your niche market(s) is the segment(s) which represents your best chance of getting a good return for your marketing efforts. Plus you don’t have to limit yourself to just one target market or niche. You can have several.

Of course, if you focus on a smaller group(s) you may miss the business from outside the target group(s). But what actually happens is you increase the amount of business you receive from each target group.

This is because you are specifically meeting the niche market’s needs and requirements. You are saying to them that you are THE company that knows about their situation – their problems – and their concerns. No other company specifically meets their needs in this way and therefore you are seen as the logical company to turn to.

What we’re saying here is that you must define who your target market is BEFORE you do anything else.