Are You Going Where the Resources Are?

Posted by on Feb 24 2011

Each morning, as the sun begins to shine on the side of the house, the birds begin lining up on the lawn. They’re very smart, entrepreneurial type birds: each morning, as the sun warms up the side of the house, tent caterpillars begin to climb up the house. It’s like a buffet for birds.

They understand instinctively what we resist intellectually: to build your business (and fill your tummy), you must pick your target audience — then you must go to where your target audience congregates.

Yet I speak with so many self-employed people who resist the idea of picking just one target audience. They think they’ll lose business if they just focus on one narrow market. Hey, listen, birds eat more than caterpillars (there’s a bird feeder not 20 feet from them full of seeds). But they choose which ONE thing to go after and go after it with gusto. When they’ve had success with that “market,” they move on to the next one.

So, go ahead and choose just one target audience that you’ll go after for the next 3-6 months, then figure out where they congregate: which newspapers and magazines they read, which websites they visit, what groups they belong to — then go after them! Once you’ve had success with that one target audience, go ahead and do the same with a second, third and fourth market.

You don’t have to limit the number of markets you go after. But you do need to focus on one at a time, if you want a higher level of success.


3 comments for now

3 Responses to “Are You Going Where the Resources Are?”

  1. Frank S

    As always, excellent advice, Karyn!

    27 Feb 2011 at 3:14 pm

  2. Karyn Greenstreet

    Thanks, Frank! 🙂

    (P.S. Just FYI, if you want your photo to appear on this blog with your comments, you can add it to It’ll also show up on other blogs using the Gravatar plugin. )


    27 Feb 2011 at 6:26 pm

  3. Great article, Karyn!

    By the way, that’s a Scrub Jay you have pictured – they’re known as “camp robbers” because they are great scavengers when people leave their campsites.

    I’m a birder myself and I was just out for a walk in the woods – saw a Ladder-backed Woodpecker drilling for grubs in an old post and a Red-tailed Hawk soaring overhead looking for small mammals. Both of them know what to do to find their market!

    One of my favorite quotes is: “God gives every bird its food, but He does not throw it into the nest.”—Josiah Gilbert Holland

    28 Feb 2011 at 1:18 pm

Category: Marketing