I was driving to Rotorua last week and realised how crazy it is to think any of us, myself included, can target ‘all women' or ‘all professional women'. It's a little like trying to target ‘all those with hair'.

Our business could not function if ‘all women' walked through the door next week. So we actually don't want ‘all women'.
There are two main reasons it is important you choose who your target market is.
1) As business owners we need to know who we want reading our brochures, websites and ads, so we can target our words to match their needs. We have so much clutter in the world of advertising that, unless something directly speaks to a need or problem, we will pass it by.
2) To receive more referrals, your customers and referral alliances need to know exactly who your service or product works best for or with. Have a think about it. When a woman says to you, ‘I work with all women', does it feel like you can easily refer them?
Be specific about who you would love to work with and you will find you attract more clients. By choosing a niche market your business will grow, no matter what the economy is doing - as long as your product or service fulfils the needs or problems of your chosen niche market, that is.
Vanessa@venusclubs.co.nz