Finding the Target Market

Drianna owns a home-based business, and most of her customers will probably be Christian. Does she need to market differently to reach her target market?

QUESTION: Drianna in Los Angeles owns a home-based business, and most of her customers will probably be Christian. Does she need to market differently to reach her target market?

ANSWER: You’re aiming at a unique product. You’re narrowing the particular target of your product. If you sell the Koran, you sell to Muslims. If you sell Bibles, you sell to Christians. That’s fine. That doesn’t change anything about the values of your company except that you are just going to be extremely careful, but that’s who you are anyway.

I think you just target your market, and that’s going to form your messaging. It’s a neat product. I like what you’re doing.

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