Fashion and Beauty Marketing 101 - Targeting your market

This week’s tip comes from a discussion I had with a cosmetic line owner last week.

A lot of businesses when they first start out will try and target everybody. In my experiences I learned that you shouldn’t target everybody. You should be specific because if you know who you want to target to, your marketing can be that more effective. I had to learn that lesson the hard way. Since realizing my mistake, I learned that when I market myself now I can be more effective with my marketing message by targeting a specific group.

I was reading a book and in it explained the 5 levels of leadership. Level 1 is called Position. People follow you because they have to. You have a title and no influence. Level 4 is People Development. They empower others. They use their position, relationships, and productivity to invest in their followers and develop them until those followers become leaders in their own right. Their relationships are often lifelong. Below is a diagram that illustrates this point.

Which person would you want to target to? I would choose the level 4 leader. Your brand has the potential to reach more people that way and that is why instead of targeting everyone you should target the specific people that matter.

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