This article is an excerpt from the Shortform book guide to "Traction" by Gino Wickman. Shortform has the world's best summaries and analyses of books you should be reading.
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How can defining your target market help you reach your ideal customer? A target market is a specific, defined segment of people whom a company targets with its marketing efforts.
In other words, defining your target market means identifying your ideal customer—the people who have an affinity for the products or services you offer. Here is how defining your target market can help you propel your sales.
Originally Published: February 27, 2021
Last Updated: January 22, 2026
Defining Your Target Market: Know Your Ideal Customer
In Traction, Gino Wickman explains that defining your target market is a vital part of your business’s vision. A focused marketing strategy guides all of the promotional materials you’ll create and leads to better business results. Without this focus, you’ll waste resources on scattered efforts that have little impact.
According to Wickman, an effective market strategy includes four key elements:
Your target customer: Define exactly who you want to sell to by considering geographic, demographic, and behavioral traits—for example, “small business owners with 5-15 employees in urban areas who need accounting software.” Then, create a list of prospects that match this description. When you target your best prospects—customers who offer more profit with fewer problems—you’ll sell more effectively.
(Shortform note: Business experts note that your most profitable customers tend to share several characteristics: They place large orders instead of many small ones, pay on time and upfront rather than in installments, need little from your sales and support team, rarely change their orders after placing them, and accept your standard contract terms. By factoring in these cost considerations alongside your target customer profile, you can focus on prospects who are both a good fit and affordable to serve.)
Your differentiators: Choose three strengths that make you different from your competitors. Many businesses try to offer too many things to please everyone, which prevents them from standing out in any particular area.
(Shortform note: If you’re struggling to identify your unique strengths, William M. Luther (The Marketing Plan) describes four ways businesses can differentiate themselves in crowded markets: First, you can provide a better product by improving your operations and quality control. Second, you can make your product appear more valuable through smart marketing. Third, you can offer lower prices by cutting costs while maintaining quality. Lastly, you can win customers through superior service that builds loyalty and keeps people coming back.)
Your unique process: Describe the main steps of your specific approach to delivering your products or services. Present this visually on a single page with a memorable name that you can show customers to build their trust in your business.
Your promise: Identify your customers’ biggest concerns and make a promise that addresses them. Include a specific penalty or compensation that customers will receive if you fail to deliver on your promise. This builds customer confidence, increases sales, and motivates your team to deliver.
(Shortform note: In Getting Everything You Can Out of All You’ve Got, Jay Abraham explains that customers only buy from businesses they feel confident in, so you must identify and address their specific hesitations. In addition to documenting your process and offering a promise, Abraham says you can also counter doubts with incentives like free trials and introductory discounts, as well as excellent customer service—responding quickly, following through on your promise, and asking how you can serve them better. This reinforces the trust your process and promise create.)
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Like what you just read? Read the rest of the world's best book summary and analysis of Gino Wickman's "Traction" at Shortform .
Here's what you'll find in our full Traction summary :
- How a first-time entrepreneur can gain the traction needed to grow
- Why hard work and determination aren't enough for your business to succeed
- The 6 key principles of the Entrepreneurial Operating System
