The Bullseye Theory of Targeting

Targeting is something that has always annoyed me in the online space. We're told to think in terms of ICAs (Ideal Client Avatar/Audience), and I think it's bullshit. And unlike many who preach ICA, I'm a targeting expert.

I don't normally toot my own horn, but I spent over twenty years in advertising and marketing, including roles where my sole responsibility was to create accurate target audiences for clients. Many of the audiences I developed - based on data analysis - won new business for my agencies.

IDEAL ≠ REAL

The definition of ideal is: a conception of something in its absolute perfection.

It does not equal REAL. I don't know about you, but I want to work with real clients, not a conception of clients.

I also feel like this sets us up for failure. I've never worked with a perfect client - but I have worked with clients I've loved. Clients I can point to and say, "Yes! I want to work with more clients like X, because of Y."

The cherry on top of my annoyance? The descriptions people write about their ideal client. I saw one that was so idealistic there was no way that person actually existed, or that they would find this particular business.

Moving on....

THE BULLSEYE THEORY

The way I approach targeting is how I was taught way back in the aughts. It's thinking about your target as an actual bullseye target.

You can either start at the Core, or you can think about a broader population (the outermost layer) of people and narrow down.

The Core is your specific audience. Who you specifically want to work with, or who is the specific audience for a product/service. This is the most important piece to define.

The next layer is someone who doesn't quite match your core audience, and it's okay if this layer and the outer layers aren't as linearly defined.

For each layer, consider the specific demographics, attitudes, and behaviors your audience must have. If it's important that someone is a mom, great. But if it doesn't matter to you, it doesn't need to be in your audience description.

Here's an example, based on how I'm currently looking at my own coaching services.

• Core: women solopreneurs, in early stages of creating their business.

  • They have a good idea of what they want to do for a business.

  • Service-providers with mostly remote/virtual clients

  • They have prior experience working in a corporate or structured environment.

  • They are action-takers, looking for a mentor or guide. They come to our calls with their questions and objectives vs me leading the calls.

• 1st layer out: same general audience, only they've been in business for a few years and either want to pivot to something different, or they feel like they've been floundering and aren't sure why.

• 2nd layer out: women currently in a corporate or structured environment, who want help strategizing how to leave their job, and go into business for themselves.

• Outermost layer: I only work with women entrepreneurs, or women who want to become one, so they would be my broader population.

THE RIPPLE EFFECT

The reason I target this way is because of the Ripple Effect which is "a gradually spreading effect or influence." From a marketing perspective, this means you can create your content solely for your Core audience, and your other audiences will be affected/see it.

Example: I posted this on LinkedIn in 2019. At the time, it was focused on women in my second layer - those who wanted an exit strategy. I ended up reaching that audience, as well as men and women who had always dreamed about leaving...but would never do it. The latter aren't even in my consideration set, but you can see how the content I created reached a broader audience.

Other examples of layers:

• People who aren't ready to work with you yet - maybe because of price

• People who aren't in the industry/niche you specialize in. I know a woman who does websites specifically for birth-related businesses. I still follow her content for a lot of reasons, and would consider reaching out to her if/when I wanted my site redone. I'm not her niche my any means, but she's still reaching me.

• A former client reached out to ask if I would take on a male client - she wanted to gift him a session with me. He's not even in my audience population, but she is.

IF YOU DON'T KNOW YOUR CORE AUDIENCE, REVERSE THE PROCESS

It's super common, especially when we here "NICHE" shouted at us all day long, to not be quite sure who your core audience is. If that's the case, reverse the process. Start with a broader, more general audience. Then, think about qualities - demos or attitudes/behaviors, industry, etc, and narrow down. It's ok if you don't get to a core audience. You can still be marketing, creating content, networking, etc to an audience even if they're more broad. Here's an example:

• Outermost layer: Creative Entrepreneurs

• Female creative entrepreneurs, who want to DIY 'your service'

• Female, creative Entrepreneurs, who want to DIY 'your service,' and like group programs

• Etc

And this doesn't have to be just for business owners. It could be people who want to write a book, but have no idea where to start, etc.

What do you think? Is this a helpful way to think about targeting? Would you like some help with yours? Whatever your thoughts, I'd love to know!