The following is an excerpt from the CoachStart Manual.

1)   Their challenges get more uniform as you go narrower.  Therefore, you can become an expert in their specific issues, instead of a generalist in everything.

2)   You can research this particular group to learn more about what they need.  And, you can test-market your wares to see what they are buying.

3)   In your literature, you can appeal specifically to this group instead of to everyone.  So your target market will be attracted to you instead of passing you by.

4)   Your material (e.g. newsletter), can be targeted and of value to your target market, instead of a little bit useful to everyone (e.g. newsletter articles).

5)   You can work out where they ‘hang out’, (e.g. health magazines), and focus your marketing campaigns.

6)   When you want to get paid advertising in YOUR newsletter and on your web site, advertisers will actually be interested because you have a targeted, qualified audience for their product.

7)   You achieve more credibility than someone who appears to handle everything.

You can create specific products and services that appeal to this group; e.g., Find your Career Direction form.