Mary Rose Maguire is a copywriter who works with Certified Public Accountants (CPAs), writing web and email copy. One of the keys to her success is she puts a lot of time and effort into learning about her target market. In this interview, she reveals her methods of quickly gaining insight into any target market.
Mandy: What have you noticed about the way most businesses go about learning about their target market?
Mary Rose: One of the first questions I ask people I work with is, “Do you have any buyer personas?” or “Can you give me any information about your target market?” It’s amazing how few new businesses have that information.
It’s a big issue, because if you don’t know your target market, you’re not going to be able to market very effectively. And I’ve met people who have actually said, “Everybody’s our customer,” and I’m like, “No, you can’t have everybody be your customer. Because when everybody’s your customer, nobody is your customer.”
Without knowing who your customer is, it’s very difficult to focus on what their needs are. You’re trying to talk to everybody, and that just doesn’t work.
Mandy: What is the most common mistake that people make finding a target market?