Defining Your Target Audience

What is a target audience and why is it important for a business owner?

Who is YOUR target audience?

The Moller Marketing team has worked with thousands of start-up businesses and even a few semi-developed small businesses; one thing almost always blows are mind: MOST of them haven’t really clearly answered this simple question.

We’ve realized that defining your target audience is probably the hardest and most overlooked aspect of online marketing.

It really doesn’t matter WHAT you sell. What matters most is “WHO” is going to BUY what you’re trying to sell.

The cool thing is, if you know a clearly defined target audience well, you can sell them lots and lots of different products and services because they’ll see value in what you’re offering over and over again. Plus, as you help solve their problems, you’re building a business relationship – and that’s what successful business is all about.

In other words, selling products and services online is not just about creating a product you think would be cool and then pushing it out and seeing how good it will stick. Sure, sometimes you have to test, and test, and re-test, but hopefully that’s BEFORE you invest lots of money in product, advertising and all the costs associated with running a legitimate business.

In an effort to teach this concept directly, Moller Marketing has compiled a list of questions about defining your target audience that we’ve used throughout our internet marketing consulting practice.

We’ve formatted the questions so they are not just for one specific niche. Instead, they can be implemented for ANY business owner that needs to define, or re-define, his or her niche market segment(s).

How we break down the questions:

a. For an inventor or someone creating something new or innovative.
b. For an entrepreneur who wants to sell a product or service that already exists in the market.
c. For the authors or “authors in training”.

12 Questions to Help You Define Your Target Audience

1. When you

a. came up with your idea
. decided to sell this product
wrote your book, etc.],


a. did you think it would help?
b. did you plan to sell it to?
c. were you writing to?

2. Does this audience currently buy

a. something similar to what you’re creating
b. this product or service elsewhere?
c. your book or books similar to yours?

3. Why specifically

a. do you want to create this product or service?
b. are you interested in selling this product or service?
c. are you writing this book?

4. How does your

a. idea
b. product or service
c. book

help your targeted audience or what problem does it solve for your audience?

5. What are your marketing demographics?

Income Level
Education Level
Marital/Family Status

6. How do you currently determine who buys

a. an idea like yours?
b. a product or service like yours?
c. your book?

7. What specific things do your buyers have in common?

8. What are your marketing psychographics?


9.  How do you determine if there are enough people that fit your targeted criteria?

10. What drives your target audience to make buying decisions?


11. How can you best reach your target audience?


12. Where is your target audience “hanging out” online?


Well thought-out answers to these questions will help you broaden your scope in areas of your business; they’ll also help you narrow things down substantially if that’s what you need to seal the deal and make sales.

How have these questions helped YOU define YOUR target audience?