A target audience is the specific group of people most likely to be interested in and purchase a product, service, or message. It’s defined by shared characteristics such as age, income level, interests, behaviors, and pain points. When your target audience is clearly defined, your marketing becomes more intentional, more personalized, and far more effective.
Lately, I see a lot of people saying, “Your target audience is not your hometown.”
That statement isn’t completely true, but it’s often misunderstood.
Your Hometown Can Be Included, Not Relied On
Your hometown can be part of your target audience. In many cases, it makes sense for it to be, especially for service-based businesses, brick-and-mortar locations, and community-rooted brands. Local support is valuable, and proximity can be an advantage.
However, where many businesses go wrong is confusing inclusion with dependence.
If your business model relies primarily on friends, family, and people who know you personally, you don’t have a growth strategy, you have a fragile foundation. Familiarity is not a sustainable marketing plan.
The Danger of Building on Familiarity
When a business depends on people “supporting” out of loyalty, relationships, or obligation, it creates several long-term problems:
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Sales plateau quickly
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Growth becomes inconsistent
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Marketing feels forced instead of strategic
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Expansion becomes nearly impossible
Eventually, the support runs out or the audience expects discounts, favors, or emotional labor instead of value.
That’s not business. That’s dependency.
What Your Business Should Depend On
A healthy business depends on brand awareness, positioning, and visibility—not personal relationships.
Strong marketing does the heavy lifting:
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Clear messaging attracts the right audience
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Consistent branding builds recognition
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Strategic content establishes trust
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Systems convert strangers into customers
When your marketing is effective, people choose you because they understand your value, not because they know your name, went to school with you, or follow you on Facebook out of obligation.
Strangers Are the Real Proof of Concept
One of the clearest indicators that your business is working is this:
People who don’t know you are willing to pay you.
That means your offer is clear.
Your message is resonating.
Your brand is doing its job.
Your hometown can support you, but your business should never depend on people you know. It should depend on brand awareness, strategic marketing, and trust built at scale.
That’s how businesses grow beyond familiarity and into sustainability. 🐘