Marketing Strategy – Vision, Purpose, Unique Selling Points & Target Audience

October 2, 2019


Where do you start when looking to define your marketing strategy and key purpose?  Clear Goal Marketing explains how to define your unique selling points and target audience effectively.   


Purpose & Strengths


Investigating our true purpose and strengths are a great way of finding out what our “USPs” or Unique Selling Points are.  These are the things that we enjoy doing, we are good at and that generate a profit. Think about the following questions and create a list:


  • What are your key strengths?

  • What are you known for in your sector?

  • What drives you?

  • What are your passions?

  • Who is your preferred client?


Target Audience


This is about identifying potential purchasers of your product or service.  Ask yourself the following questions and make as many notes as you can: 


Who is your target audience?  Think about creating a client AVATAR – it can be fun to draw a picture of your ideal client to pinpoint EXACTLY who you intend to target.  With a precise person in mind your marketing is more likely to resonate with your target.  Avoid the pitfall of marketing to everybody and attracting nobody. 


  • Age, sex, location, type of business?

  • What do you know about your target audience?

  • Who would you prefer and enjoy to work with?


Value, Joy & Profit 


Take your list and give them marks out of 5, 1 being low, 5 being high for Joy, Value and Profit.


JOY – enjoyment rating, how much you like doing this task? 1-5

VALUE – how good are you at this task, competence level? 1-5

PROFIT – how much can money can you make out of this skill? 1-5


The purposes and strengths with the highest scores should, in theory, be the skills or tasks you enjoy the most, have high competence in, and have the most business or profit-making potential.  


Once you have defined your Purpose, Strengths, Unique Selling Points and Target Audience the next stage is Strategic Marketing Planning - Market Research and Turning Pains into Gains – read more here


Clear Goal Marketing offers marketing management services to small to medium-sized businesses, read more about the services we offer here – Clear Goal Marketing’s services page


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