Interesting question. In terms of “width” I like to think of setting “parameters”.

For example:

If you intend to target a certain age group, what is the upper and lower age limit you want to specialize in catering to? In my experience many people try to go too broad here. If someone were to say to me, “I’m targeting women aged between 20-40 years” (as an example of one of their parameters), I would say to them that this is too broad; as there is a big difference in how a 20 year old woman thinks, compared to how a 40 year old woman thinks.

Narrow your parameters as much as you can. It will help you to be more focused on “who” you really are aiming for.

Perhaps also see:

How to Define your Target Audience (questions section)
http://shetakesontheworld.net/2010/08/how-to-define-your-target-audience.html

how does one measure the width of their target market?

This is something we find a lot of our clients struggle with. Being everything to everyone will leave you with nothing. Customers want the “expert” not the generalist.
.-= Andrea Mercado´s last blog ..Pictures from LIASB June 16 Breakfast with the Board =-.

Hi Natalie

Thank you for your insights and contribution.

I like to imagine an archery target with a bulls eye in the center. Think of your target market as being the center of your marketing “bulls eye”. They are who you are thinking of when you are designing your product / service, and when you are writing your marketing messages.

Your target market is who you “market to”. It does not necessarily mean that these people will make up the majority of your “sales”. You will still “sell” to people outside this bulls eye, if they want to give you money and it makes good sense for you to sell to them. But your marketing strategy will be much more effective if you focus on a specific target audience.

I hope this helps.

Bianca

My target audience is those who want their homes to reflect their position and lifestyle. They want peaceful, light-filled rooms that flow with positive energy. Welcoming, comfortable, and luxurious to all who enter. Thank you for this article. It helped me to narrow my focus!
.-= Christina Rodriguez | The Diva’s Home´s last blog ..The 5 Elements of Feng Shui Not to be confused with The Last Airbender elements =-.

Great short but to the point article Bianca. I totally agree that many people try to target everyone and as a result delight no one. It’s hard to really narrow down your audience sometimes if you have a product that could be used by so many people.

I think when that’s the case you need to pick 3 target markets, write up what your ideal client/ customer looks like in that market, and pick the main one you want to focus on initially, recognising that the others are important for the future too.

Once you have established your first target market and are taking great care to delight them you can cater to others.

For example I know with WomanzWorld I’m targeting the aspiring or early stage woman entrepreneur between age 24-44 who’s looking for insight, inspiration and intelligence plus solutions to help her run her business more smoothly.

I also know that I would love to target students before the leave university to encourage them to start their business, but initially this is not where I am focussing my efforts even though they’d benefit from reading my blog.
.-= Natalie Sisson´s last blog ..Ten Business Mistakes Every Entrepreneur Can Avoid =-.