A common mistake in business and contracting is that we often try to be everything to everyone, which is a quick way to make yourself miserable and your business suffer. We can’t solve everyone’s problem, but we can help quite a few. But knowing whose problem to solve is key to figuring out the rest of the marketing fundamentals, such as how to design and price your product or service.
In any case, you want to ask yourself (or better yet, ask your customer!) why they buy what they do, and how they buy those products or services. It will give you some insight into their motivations and how they try to meet their needs and wants.
Primary Target Market
The primary target market (sometimes referred to as your primary audience) is your main customer and they represent your best chance to sell. By increasingly focusing on the details of your primary target market’s realities (demographics, lifestyle, problems) you will have a smaller and smaller pool of potential customers to engage, but your odds of selling to them tend to increase. Get your audience as detailed as possible, but be careful to make sure that the marketplace is still large enough to support your business.
Secondary Target Market
This is the next-most appealing group to your business. In some cases, the secondary market is the end-user of your product. Secondary markets, like children in candy stores, often try to sell-through to the primary target market, which in this example would be their parents. So even though they are not the ones to make the purchase, they are no doubt influential in generating the demand for the sale.
Tertiary Target Market.
Consider the last time a friend or colleague shared a picture or a video of a product they were using or an experience they were enjoying. Their sharing, while not necessarily aimed to get you to make a similar purchase, can and often does often leave an imprint on how that product or service might benefit you. By reaching the tertiary market, such as influencers on social media or in the press, can help you sell through your products or services to your primary market or at least to inform your secondary.