Let’s go back to our auto repair shop for an example. Instead of defining your market as “Anyone needing a car repair or maintenance,” it would be more effective to narrow that down to “Anyone owning a Ford product needing repair or maintenance.” That’s a smaller market
and a more precise definition.
Even better would be to narrow that down more, say something like “Anyone owning a Ford pick-up truck needing repair or maintenance.” And, to narrow it even further, you could narrow it down to “anyone owning a Ford pick-up truck which was manufactured in the last ten years, needing repair or maintenance.”
Let’s keep going: You could then use the type of repairs as one of the criteria to narrow your market. For example, you could say “Anyone owning a Ford pickup truck which was manufactured in the last ten years, needing mechanical (as opposed to body) repairs or maintenance.” Or, to narrow it even further, you could say, “Anyone owning a Ford pickup truck which was
manufactured in the last ten years, needing transmission repairs or maintenance.”
Each time you narrow the definition of your market segment, you sharpen your market focus and make it much easier and more effective to reach them.
Now, at this point, you might
be thinking, “Wait a minute, every time I narrow my market segment definition, I eliminate some possible customers. “
