What is your target?

If you don’t know where you’re going, you will probably end up somewhere… else.

I was listening to a conference call this week, and the issue of having or nor having a strategic focus came up. Another call was about how many of us are not targeting the right potential clients for our businesses. This topic seems to be coming up a lot lately. Whether it is the strategic focus for the business or for the marketing or for the target client or whatever…

What is the resistance to taking the time to get very VERY clear what the target is (strategic focus), and where the target is (market)? Don’t get me wrong. I don’t think I have this nailed quite yet either. But I am actively working on distinguishing my target market. And I am crystal clear where I intend to go with my business.

Seems like we are afraid to really get very specific about who we want to work with, and who we will serve the best. So, we cover it up by saying ‘everybody’ or ‘anybody’ could use our services. Really? Anybody?

While that may be technically accurate, I doubt that we want to work with ‘anybody’ or ‘everybody’. Personally, I have a pretty clear idea of the types of clients I won’t be working with. And that is where I began when I was defining who I would work with.

It’s as good a place as any to start. And, the more clearly I distinguish my perfect client, the more that type of client shows up. Rather than shrinking my options, getting very specific is opening me up to options I would not have considered before.

Give it a try. If you don’t know who your target is – try coming up with a list of who your target isn’t.

Remember, without a target (a destination), it doesn’t matter which direction you choose.

(c) 2010, Terry Monaghan

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  1. Being clear about what we want is the hardest and most empowering thing there is!

  2. It’s sometimes hard to get that clarity, but it is sooooo important. Good points!

  3. Sue Painter says:

    You’ve hit one of my pet peeves! Working with solopreneurs to help them focus in on who they most want to work with is often what I do, the resistance to narrowing it down is fear. “Everyone” doesn’t call anyone. Great post!
    Sue Painter

  4. Yes Ma’am!

    Good work Terry and you are so correct.

  5. Grace Heer says:

    Great stuff, Miss Terry. I think the resistance is the “small self”, who is trying to keep us “safe” in the status quo, and not letting the Big Self change the game and flourish. To borrow from Laura’s comment, no wonder it’s hard, and no wonder it’s empowering.
    And don’t worry about not “arriving” yet, I think it’s a constant growth opportunity!
    All best!

  6. As an archer, I am quite aware that if you don’t aim at and intend your arrow to go any particular where, you will NOT hit a bullseye — you probably won’t even touch the target at all. VERY true, Terry! XO, Katherine
    Life Blossoming Systems

  7. Ellen Martin says:

    Hi Terry,

    This is so true. Sometimes it takes a bit of trial and error to figure out exactly who you don’t want to work with, but once you’ve defined this, life and work become so much more fulfilling.

    I suppose people are afraid of limiting their businesses and don’t realize that trying to be everything to everyone ultimately doesn’t work out.

    Thanks for sharing!

    Ellen Martin

  8. Mitch Tublin says:

    These are the words of truth, thanks, Mitch

  9. Lisa Manyon says:


    Determining who our ideal client is and what we want our business to really look like is essential to success.

    Thanks for sharing.

    Write on!~


    • ofyl says:

      Yes, and yet it still surprises me how many want to jump right in without taking the time to figure this part out! Then they wonder why their efforts are not giving them what they want.

  10. Terry, you are so right. It does seems like we are afraid to really get very specific about who we want to work with. Thinking if we get so clear, then we are limiting ourselves to other opportunities. That’s how I used to think and through your help, I now see the light. I can’t wait to share this with my business friends. Great topic. thanks for sharing.

  11. Phil Dyer says:

    So, so true…without knowing where you want to end up…it is REALLY hard to get there. I love the “everyone doesn’t call anyone” quote in one of your responses above…

    This is one of the toughest things for entrepreneurs to hone in on, though…glad you are out there connecting with your tribe and making it happen!


  12. I used to think that I wanted to work with everybody but that quickly changed when I realized “everybody” wasn’t my target audience. Great post! You hit the nail on the head Lynn.


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