How to choose your target audience

In previous posts, I’ve been talking about why it’s important for coaches and therapists to focus on a target audience.

Today, I’d like to share with you how to choose one.

There are five pillars to choosing a target audience:

• You like working with them
• You know where you can connect with them
• They need what you offer
• They are part of a community
• The audience is large enough and they can pay you

Let’s look at these a little bit more in detail:

1. You like working with them

It’s important that you enjoy working with your clients, don’t you agree?

Perhaps you’re interested in the specific issue that your target audience presents. Or maybe it is a particular type of person who you enjoy working with.

For example, you are a yoga teacher and you like working with pregnant women. If that’s the case, then it doesn’t make sense to promote your yoga practice to seniors with mobility issues.

2. You know where you can connect with them

To reach your target audience, you need to know where you can find them. Unless you know where you can connect with them, you won’t be able to offer your service to them.

For example, if you specialise in sports massage, then one location where to find clients would be in the gym.

3. They need what you offer

Your target audience needs your service. And not only do they need your service, but they also want it. They are looking for help to resolve their issue.

For example, if you are a dating coach helping singles to find their life partner, then you need to find singles who are struggling to find their ideal partner and they want help with that.

4. They are part of a community

Your target audience is connected to a wider community. When they are part of a community, you can find out who the central person is in that community. Then you connect with that person, and they can promote your service to their community.

For example, if you know that your target audience likes playing tennis, then you could approach tennis clubs and connect with the key person there.

5. The audience is large enough and they can pay you

Finally, the audience must be large enough, and they must be able to pay you. Unless you receive sufficient income from your work, you won’t be able to sustain your business.

For example, if you market your service to people who are struggling financially, then they won’t be able to pay your full fees.

If you need help with choosing your target audience, you might want to get my Website Clarity Guide.

My Website Clarity Guide is a workbook for coaches. This workbook will help you plan a professional website that speaks to your ideal target audience.