Who Do You Serve?

Identifying Your Target Market

Image: Generated with the assistance of Night Café AI and Canva exclusively for Cheryl Evans, Business Witch Academy, “Who Do You Serve?”

Hey there! I’m thrilled to have you join us at the Business Witch Academy and excited to help you transform your sales skills. This is Step 2, but if you missed the introduction you can read that here, “A Sudden Sense of Enlightenment: The Art of the 30 Second Elevator Pitch.” and you can read Step 1, “Who Are You? How to Clearly and Concisely Self-Identify in Sales Pitches and Social Bios.”

You’re about to join me in the classroom with Ophelia and the other students where they are finishing up their homework from last week to clearly and concisely define who they are as professionals.

If you don’t want to miss a thing, you can subscribe to The Library at the Business Witch Academy here and to the Magically Thriving Business weekly recap newsletter here. If you’d like to get your hands on the 7 AI prompts, 2 Canva Whiteboards to organize your thoughts and 2 free bonus eBooks you can either purchase the full course from the Business Witch Emporium right now, or you can become a paid subscriber to my Substack where you’ll receive each lesson as they are published plus the bonuses. Don’t worry, you don’t have to decide right now, I’ll give you these links again at the bottom of this story. Right now, it’s time to join Ophelia in the classroom…

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Quick Read Snapshot for Those in a Hurry

To craft an effective sales pitch, it’s crucial to narrow your focus from broad possible markets to a specific niche target market. By doing so, you ensure your messaging is clear, targeted, and resonates with the right audience, increasing your chances of success. Use the provided exercise to brainstorm and identify the niche market that best aligns with your business goals.

• Who Do You Serve?

• Exercise 2: Who Do You Serve?

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Who Do You Serve?

“Welcome back. In the first step to mastering the quick sell, we got clear about your job title and category. This exercise may have felt limiting. We are often uncomfortable with labels and don’t want to be pigeon-holed into a box. I promise, by the time we are done, you won’t be. It’s a process, so stick with me.

“Next, I’d like you to think back to Ophelia’s 30 second sales pitch.”

Ophelia blurted out, “Can we not? That was SO embarrassing!”

“Sorry Ophelia, but I assure you. We’ve all done it. There’s nothing to be embarrassed about. It’s an opportunity to learn. So, can someone tell me who Ophelia’s target market is?” I paused, but no one raised their hand. “Come on, someone wager a guess?”

A tentative hand went up in the second row. “John, thank you. Who do you think Ophelia’s target market is?”

“Well, she mentioned moms, kids, and business owners, but I’m not really sure how a product for a kid is going to appeal to a business owner.”

“I’d have to agree you with John. It left me a little confused too. So our next step is to clearly identify our target market. Let me remind you that a Target Market is a sub-set of all the people you could possible sell to. You might have several different possible sub-sets. All I’m asking is that you pick one to be the focus of this elevator pitch.”

If you think you sell
Everything; to everybody
Wake up! You’re dreaming
-Spider Graham

Remember, who you can serve and who you will target with your marketing can be two different things.

Let’s take a look at a few Test Cases to get a better understanding of the difference between a Possible Target Market and a Niche Target Market.”

Test Case #1:

Cheryl Evans
Clear Category: Business Consultant
Possible Target Markets: New Start-ups, Online Businesses, Small Businesses, Corporations, Title Insurance Agents, Alternative Health and Spiritual Businesses
Niche Target Market: New Start-ups in the Alternative Health and Spiritual Business Industry

Test Case #2:

Tamara Jones
Clear Category: Agency Account Manager for Insurance Company
Possible Target Markets: Independent Insurance Brokers, Licensed Insurance Agents writing for competitors, Financial Advisors
Niche Target Market: Independent Financial Advisors who might be interested in getting licensed

Test Case #3:

John Smith
Clear Category: Account Development Specialist for an Automotive Parts Manufacturer
Possible Target Markets: Auto Repair Shops, Auto Parts Stores (online and brick and mortar), Dealerships
Niche Target Market: Independently Owned and Operated Auto Repair Shops

Test Case #4:

Maria Gonzales
Clear Category: YouTube Marketing Expert
Possible Target Markets: Any small business owner, Marketing staff, Influencers
Niche Target Market: Real Estate Agents and Brokers

Alright folks, I think you have the idea. 

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Exercise 2: Who Do You Serve?

Here’s your homework assignment.

Get a sheet of paper (if you’re a paid Library member or enrolled student at the Business Witch Academy, use the Canva Whiteboard below) to list out your possible target market(s). It’s ok if there is more than one, but try to be specific. “Anyone” who wants to buy [insert your product] is too broad. Just because you can serve an audience doesn’t mean you should target them in your marketing and networking efforts. If it’s too broad, you won’t garner any traction. Once you have a few possibilities, choose 1 and be ready with that for our next class.

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Before you go, let me just remind you, don’t be afraid to get some help. You don’t have to do this alone. If you’re struggling, you can join us for live online zoom Q&A sessions at the Business Witch Academy.

Finally, I have a special treat for you. Make sure you grab the Canva Whiteboard & AI Prompt on your way out the door (Just below) and you’ll be done this assignment in no time!

Not yet enrolled in the Business Witch Academy? You can grab the Canva Whiteboard and AI Prompt either by purchasing the course digital text book from the Business Witch Emporium right now, or you can become a paid subscriber to my Substack.

Thanks for joining me for Step 2 in the Quick Sell Mastery course. I’ll see you back here next week for Step 3! Class dismissed.

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Generated with the assistance of Night Café AI and Canva exclusively for Cheryl Evans, Business Witch Academy, “Quick Sell Mastery: The Art of Transforming Strangers into Leads (using AI)” course.

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Stay Magical,
Cheryl

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