Aiming for the bull's eye on the target

The power of having a clear target market is one of the things we love to talk about at Abiah.  If I go on about it alot on the blog you can imagine how much I go on about it with clients and in the office.

And we know how challenging it can be to get clear on your target.  It can be a little scary to pick just one target out of the zillions available. 

Here's how I explain it to people...

When you throw darts, the bull's eye gives you the highest number of points.  The outer rings give you less points as they move farther from the bull's eye.  You still keep the points when you land there but you aim better the next time so you improve your chance of hitting the bull's eye.  And you're happier when you hit the bull's eye too, aren't you?

Marketing to your core target market is like throwing darts.  The bull's eye represents the core of your market...they're the ideal client...right for you in every way.  Those clients are the ones you most enjoy working with.  They see the biggest results from your work and they love working with you too.  They get you and you get them.  Working with these people is a big love fest.  Even when you have a disagreement, you're able to settle it and move past it.

As you work with clients in the rings that move out from the bull's eye your enjoyment goes down and subsequently, so does your profitability.  Anything that drains you of pleasure lowers your profitability to a degree because you have to work harder to do the job.

So you want to do everything in your power to reach the ideal core target market...your bull's eye.  Everything about your brand should be in alignment (our favorite phrase at Abiah) so you're attracting the right people and so those you're attracting want to work with you as much as you want to work with them.

Recently, we've had some significant epiphanies about our work and about who our ideal core target market is and we want to share that with you.  One big reason for that is so you won't be shocked when we start talking more and more about things that relate specifically to the target. 

If you've been to the Abiah site recently, you'll notice our tagline has changed from "Solutions that make a bottomline difference" to "helping Christian businesses grow".  And even that's going to be tweaked a little as we progress.

As we move forward, I'll be using the blog to clarify our change in direction, announce some great new services we're offering, as well as shift the conversation to issues that relate to Christian businesses as well as ministry programs and churches (that's right...we're entering ministry and church marketing too).

We're excited and we're happy to have embraced our mission.  We really believe it's a calling. 

There's a war that's raging out there.  Who's side are you on?

Comments

[Branding Blog]

Does that mean you only work with Christians? If a Jew or Muslim wanted to hire you would you refuse the business?

Could you expand on "There's a war that's raging out there. Who's side are you on?"

I don't know what that means.

[Branding Blog]

I asked the question does this mean you wont do business with non Christians? If you want to email me privatley feel free. As a branding company I'm very interested in your new positioning.

[Winnie]

Hi Branding Blog-
No we wouldn't refuse the business but every company tries to attract clients who most want to work with them. By being clear who you are that helps prospects decide if they want to work with you too.

Our focus is really on Church growth and ministry growth...providing branding services for them.

We certainly do work with for-profit businesses (our portfolio is full of them).

Winnie

[Branding Blog]

Any answers to these questions? That's what blogs are about right? I'm really interested in your response...

[Branding Blog]

Well you certainly are defining a laser focused target market.