I was giving a presentation when someone asked me, "OK, I understand it's important to target a market . . . how do I do that effectively?"

I loved the vulnerability and courage it took for her to share that question. Here's what I told her:

"The best market to target is probably right under your nose! Check out your 'best clients' from the past and you'll see segments worth developing in the future."

First, look for their COMMON CONNECTIONS. You may sell to an individual but you market to a group of them. So they must show you some evidence of how they connect -- even if you didn't exist.

Second, look to your 'best clients' in the past and make notes about them . . . write up a NARRATIVE DESCRIPTION using their individual bits of information until you see some kind of a coherent picture emerging from the initial 'fog'.

Third, create a PROFILE of the kind of person you're likely to find is a member of these markets or 'segments' using such elements as:
1. Demographics (age, sex, political affiliation, etc.)
2. Psychographics (risk-takers, value vs. price oriented, etc.)
3. Geographics (lives / works / plays in . . . , etc.)

Finally . . . consider two (2) additional factors for selecting people to cultivate in each of the segments you've decided to pursue:
1. Ability / Willingness to REFER you to others
2. Ability / Willingness to do business that is PROFITABLE

That's a good way to begin to do your marketing by design, not accident.

Hope you gain something from this as well.