Lesson 2
Define Your Target Audience
Back to: Market Your Business
Understanding Motivations
The first and most important component of marketing is to define your target audience. When you’re excited about something, it’s easy to fall into the trap of thinking that everyone else is, too. In actuality, kelp appeals to a fairly small subset of people, and you will sell more kelp if you try to talk directly to that subset rather than blasting your message to anyone within earshot. Moreover, it is a waste of time and money to market products to people who don’t need or want them, or who for financial or logistical reasons are not able to purchase them. In this lesson we’ll guide you on how to zero in on your target audience by developing a persona for the customer you’re targeting.
One decision you’ll want to make early on is whether you’ll be targeting retail customers, wholesale customers, or both. Each of these broad categories has different high-level motivations, and it’s important to understand the differences so you can tune your marketing messages accordingly.
There are two types of customers:
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Wholesale
