How do you know if your wellness target market is one that will allow you to make a good living while making a difference? It's simple. Your market (or audience, tribe, niche market, or whatever you like to call it) must meet ALL of the following four criteria:
1. They are aware they have a health and wellness challenge that is affecting their life big time.
No convincing needed. They are aware that they have a problem. If you find yourself convincing, you are talking to the wrong people.
There is a big distinction between educating people who are eager to learn more and interested in improving their lives, and trying to convince people to be remotely interested in your work and its value in their lives. Stay away from the latter and you'll do great.
For example: Let's take women baby boomers worried about the affects of aging and their ability to enjoy life in the years ahead. A segment of this population is already thinking about taking an active role in staying healthy, active and vibrant. (Of course, not ALL women baby boomers are into this, but a some are.) No convincing needed.
2. They are willing to pay to solve this challenge.
If they can't afford your services, products or classes or they are unwilling to part with cash in exchange for the solutions you offer, they are not a viable target market.
Let's continue with our baby boomer example: The kids are out of the house, the career is settled and things are a bit more established. For many, it's the first time in years that they are ready, willing and able to give attention to themselves. Read: invest in themselves via services that you offer.
3. They are easy to reach in groups.
This means they get together on their own accord - online or locally - and gives you a place to test out your message and offerings.
Nothing is more brutal in private practice then trying to get people to come to you when you don't have a following or a specific target market to focus your efforts. (I've been there!)
Okay, so what about baby boomers? Are they easy to reach in groups? A quick search online and you'll find speciality social networking groups, online clubs, web portals and publications all catering to them. That's just online!
Search offline and you'll find AARP Magazine, Prevention magazine, and many other "micro niche" publications that cater to this group. All of a sudden your marketing outreach becomes very specific and you don't waste time, energy and money on ideas that won't put you in front of your tribe.
4. You enjoy serving this group of people.
Not everyone will enjoy serving this group of people and they don't have too. But you do.
Now of course, serving baby boomers (people in their 50s and 60s) may not be your thing. But if connecting with this group of people and what matters to them lights you up, it could be!
All four of these criteria must be present in order for you to make a living doing what you love, no matter your chosen target market. If even one is missing, you are left with an expensive hobby or running a charity.
Please take a moment to make sure your target audience meets these criteria.
I promise you, it will help you put an end to burn out, struggle and financial loss in your wellness business, and finally allow you to truly make the difference you are here to do.
To your continued success,
Need help with this?
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To your success,
About the Author and WellProNet.org: Karin Witzig Rozell has been teaching health and wellness professionals how to grow their business since 2003. She started as a nutrition counselor who knew a lot about nutrition, but not a whole lot about business and marketing. After learning some tough lessons she cracked the code and now her passion is transforming practitioners into profitable business owners using the power of authentic marketing strategies. In 2009, she expanded her private practice and launched The Wellness Professional Network as the go-to place for practitioners to learn about making more money doing what they love. Karin lives in Upstate New York and works from home with her husband and baby boy.