All women entrepreneurs should know the importance of target marketing - defining your potential group of customers by geography, demography, behavior and lifestyle.
Let's consider each of the arrows in the center of this target in this way.

(1) Geography: Ask yourself where your customer lives and/or works. How far will (s)he travel to do business with you? How far will you travel to do business with her/him? Every business should be able to map out the location of its customers in order to determine what marketing tool will work to attract them. Many entrepreneurs dream of affording national television exposure, but if your customer lives nearby your marketing dollars can be better spent. Once you define where they live and work you can target them at home or at work.

(2) Demography: Ask yourself what the gender, age, income, occupation, education level, household size and living arrangement is of your customer. Do you sell to both sexes? Is your customer's age a factor? Is your product or service purchased because it is a need or a want? (In other words, do you sell toilet paper or engraved hand towels?) Is your customer white collar or blue collar or perhaps not working at all? Is there an intellectual experience required before a taste for your product or service is developed? Do you have an opportunity to sell to more than one individual in a family? Once you can define the demography of your customers you can target where and with their other suppliers.

(3) Behavior: Ask yourself how your customer behaves and how it reflects her/his purchase decisions. Is (s)he liberal or conservative? Is (s)he thrifty or extravagant? Buys for sell or others? What are her/his attitudes and values? Once you can define your customer's behavior patterns you'll be able to target her/him appropriately and timely.

(4) Lifestyle: Ask yourself how your customer lives. Does (s)he buy only established brands? Does (s)he compete with others? Does (s)he want to stand out or fit in? Being able to target your customer by her/his lifestyle enables you to develop you niche more specifically to a special customer group.

Yes, each arrow in your marketing must be aimed directly at your target. Defining that target is your first job as a woman entrepreneur and small business owner. Your second job is getting them to buy from you.

From one woman entrepreneur to another, I'll tell you I tracked my customer down to the fitness club he ran at, to the chamber he networked at, to the bar he socialized at, back to the front door of his office if necessary. Once I knew my target, (s)he didn't get away without saying yes or moving out of town!

Never give up when you know you have what your customer needs! That's target marketing.