Focus on Your Target

Through successive focusing, you'll be able to have many different target markets, all of which will bring new business to your door....

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photo credit: Russ Nelson

Focusing on and choosing a target market is often the hardest thing for a business to do. The reasons make sense: you don’t want to exclude any potential customer and you don’t want to show preference to one customer over another. But here’s the thing — getting good at target markets makes you not only more efficient, but gets you better results.

Think for just a minute about the last spy movie you saw. When the hero got into a tight spot with 5, 10, or more people aiming their guns at him, what did he do? He focused on one person, hit his target and moved on to the next. Over and over again until the threat was incapacitated, right? That’s a tactic we understand when we’re talking about spies and guns, but we fail to follow that philosophy often in our marketing, but the truth is, it’s no different.

Imagine what would happen if our movie-hero tried to focus his attention on all of the individuals gunning for him at the same time? What would he aim at? And more importantly, what would hit? Probably nothing substantial and the odds are good that our hero would be incapacitated, not the bad guys.

Be the hero, pick one target!

The same is true for marketing, if you try to focus on all the potential customers out there, you’ll find yourself incapacitated just as our hero did. You’ll spend a lot of time and money trying to hit all your target markets, but in the end, your lack of focus will cause your brand to be so diluted that your business will be incapacitated. Instead, if you pick one target market and make sure that you focus on it, you’ll get really good at hitting the bullseye for that target. You’ll develop products and services for that target market. You’ll advertise to that target market. You’ll make sure your sales force reflects, and can speak to, that target market. And you’ll bring more of that target market through your doors.  Then, and only then, can  you move on to the next target, focusing on it and hitting a bullseye, just as our hero in the movie did.

Through successive focusing, you’ll be able to have many different target markets, all of which will bring new business to your door. The key is to build those markets slowly and to focus on building one at a time – just like the hero in the movie.


Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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