There’s one thing you absolutely must do before you even think about marketing your HR consultancy. And I’m not kidding—this step is the single most important thing you’ll ever do for your business.

Because without it, you’ll struggle to make consistent sales no matter how good your services are. And far too many HR consultants skip over or misunderstand this crucial step.

So, what is it? Scoping out your target audience.

What Is a Target Audience?

Your target audience is the group of people you decide to sell your services to. And this is vital, because if you don’t know who they are, your marketing efforts won’t work. It’s as simple as that.

When you define your target audience clearly, you’re able to create marketing messages that connect with the people most likely to buy from you. But if you get it wrong, you’ll waste time and money talking to people who won’t ever become clients.

Why Scoping Out Your Target Audience Helps You Grow Your HR Consultancy

Let’s make this clearer with an analogy. Imagine trying to sell a Bible. You’d sell loads at a religious site like Lourdes, but you wouldn’t sell a single one in a pub on a Friday night.

And it’s the same with your HR consultancy. If you don’t know who your audience is—or if you try to sell to the wrong people—your marketing will fail, and you won’t get the leads, clients, or profits you’re hoping for.

By scoping out your audience, you can focus your efforts on people who actually need your services and are willing to pay for them. And that’s how you grow your HR consultancy.

What to Do After Defining Your Target Audience

Once you’ve identified your audience, the next step is to create messages that resonate with them. Here’s how:

1. Focus on Their Problems: Talk about the pain points your audience faces and show them how your services solve those problems.
2. Highlight Their Goals: Show them how working with you will help them achieve what they’re striving for.

When your messaging aligns with their needs, they’ll see the value in what you offer. But if your messages miss the mark, they’ll move on without a second thought.

How to Scope Out Your Target Audience

Here’s how to get started:

1. Check Affordability: Make sure your audience can afford your services. There’s no point marketing to people who can’t pay you.
2. Do Some Research: Use tools like ChatGPT to understand your audience’s pain points and goals. Ask questions like:
   • What are they struggling with?
   • What are their biggest goals?
3. Dive into Real Conversations: Check out Amazon reviews, Reddit threads, YouTube comments, and LinkedIn groups. These are goldmines of insights into what your audience cares about.

By gathering this information, you’ll have a deep understanding of your audience’s motivations, allowing you to create compelling marketing messages.

Ready to Grow Your HR Consultancy?

If you’re ready to start growing your HR consultancy, the first step is defining your target audience. Because without this, your marketing will never hit the mark.

For a deeper dive into scoping out your target audience—and ensuring your consultancy attracts the right clients—grab a copy of my book, How to Land Your Dream Client. It’s packed with practical advice and comes with a free 15-minute consultation where we can refine your audience together. Plus, it’s backed by a double-your-money-back guarantee, so you’ve got nothing to lose.

Start today and give your HR consultancy the foundation it needs to thrive.