10. 6 Things You Need to Know About Your Target Market

If you’ve ever felt like your marketing just isn’t landing the way it should—like you’re talking, but the right people aren’t listening—there’s a good chance you don’t know your target market as well as you think.

In this episode of Higher Purpose Marketing Strategy, we’re diving into why understanding your audience is the foundation of effective marketing. When you know exactly who your customers are, what they need, and how they make decisions, your messaging becomes clearer, your marketing gets easier, and you start attracting the right people—people who actually want what you offer and are willing to pay for it.

What Happens When Businesses Get It Wrong?

Let’s talk about JCPenney’s massive misstep. Back in 2011, their new CEO, Ron Johnson, decided to ditch the discount-driven pricing their loyal customers loved and switch to a high-end, everyday low-price model. The result? Their customer base vanished, sales plummeted, and the company never fully recovered.

The mistake? Johnson assumed customers would adjust, but he didn’t actually understand who they were or why they shopped at JCPenney in the first place. This led to a major disconnect between what the company wanted to sell and what their audience actually valued.

This cautionary tale highlights a crucial lesson: If you don’t know your customers—or worse, if you ignore what they actually want—you’ll lose them.

So, how can you avoid making the same mistake? By getting crystal clear on six essential things you should know about your target market.

6 Things You Must Know About Your Target Market

Instead of throwing spaghetti at the wall with your marketing, let’s break it down into six key areas you need to understand:

1. Who They Are (Demographics)

Demographics are the foundation of knowing who you’re talking to. They help you understand the basic characteristics of your audience and allow you to craft messages that truly resonate.

Ask yourself:

• How old are they? A marketing strategy for 25-year-old entrepreneurs looks very different from one targeting 50-year-old executives.

• Where do they live? Are they in urban areas, rural communities, or spread across different locations?

• What do they do for a living? Are they business owners, professionals, or blue-collar workers?

• How much do they earn? Are they budget-conscious or willing to invest in premium services?

• Are they married or single? Do they have kids? These factors shape purchasing behavior in big ways.

Pro Tip: If you feel like your audience is “everyone,” your message will reach no one. The more specific you get, the easier it is to create marketing that actually connects.

2. What They Care About (Psychographics)

This is where things get deeper. Psychographics go beyond who your audience is and focuses on what matters to them.

Think about:

• Their values: Do they prioritize sustainability? Family? Faith? Innovation?

• Their interests and passions: What do they enjoy doing in their free time?

• What motivates them to take action? Are they driven by security, achievement, freedom, or impact?

• What social causes do they care about? Aligning your brand with their values builds stronger connections.

Pro Tip: People buy from businesses that align with their beliefs. When your messaging reflects what matters to them, it builds trust and loyalty.

3. What’s Frustrating Them (Pain Points)

If your marketing isn’t directly solving a problem, it’s not going to get results. People don’t buy products or services—they buy solutions to their problems.

Ask yourself:

• What’s keeping them up at night?

• What’s stopping them from achieving their goals?

• What’s frustrating them about your competitors or current solutions?

• What objections might they have to hiring you?

Once you identify their struggles, you can position your business as the answer they’ve been looking for.

Pro Tip: Make sure your messaging doesn’t just highlight the pain—offer hope and a clear path forward. People don’t just want to feel understood; they want solutions.

4. How They Buy (Buying Behavior)

Not all customers make decisions the same way. Some buy on impulse, while others research for months before making a choice.

Consider:

• Are they impulse buyers or careful planners?

• Do they rely on reviews, testimonials, or referrals before buying?

• Are they more likely to buy based on emotion or logic?

For example, someone booking a last-minute coaching session may respond best to urgency-based messaging, while someone investing in a high-ticket program may need more trust-building content first.

Pro Tip: Match your marketing to how your customers prefer to buy. If they need proof, give them testimonials. If they buy based on emotion, tell compelling stories.

5. Where They Hang Out (Communication Preferences)

You can have the best message in the world, but if you’re delivering it in the wrong place, it won’t land.

Find out:

• Are they active on social media? If so, which platforms? (Instagram? LinkedIn? Facebook?)

• Do they read blogs? Listen to podcasts? Watch YouTube videos?

• Do they respond to emails or prefer text messages?

• Are they part of specific communities, groups, or forums?

Pro Tip: Meet your customers where they already are. If they love podcasts, start one. If they trust email marketing, build a strong email list.

6. Why They Stick Around (Loyalty Factors)

Getting a new customer is great—but keeping them coming back is even better.

Ask yourself:

• What makes them stay loyal to a business?

• What would make them leave for a competitor?

• What kind of rewards, perks, or incentives matter to them?

If you understand what keeps customers engaged, you can build strong retention strategies that increase lifetime value.

Pro Tip: The easiest way to grow your business is to keep your existing customers happy. Loyal customers buy more and refer others!

Marketing isn’t about blasting messages into the void—it’s about building relationships. When you understand your customers deeply, your marketing becomes more natural, more effective, and (bonus!) way easier.

Want more ways to stand out from the competition?

I’ve put together a free, 40-minute video training that walks you through 10 Reasons You Aren’t Standing Out from Your Competition—and how to fix it. Grab your free training here.