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Ditch the Comparison Trap and Market to the People Who Matter

How Female Founders Can Actually Find Their Target Audience


If you’re still trying to market to “everyone,” you’re marketing to no one.


Here’s the truth: Who might buy your product or service is very different from who’s likely to buy it. And yes, that difference can be the line between growth and a Harley-Davidson-level $18M mistake.


Text reads "YOUR TARGET MARKET IS NOT YOUR TARGET AUDIENCE..." on textured background, with colorful paperclips and a collage of a person and laptop.


The Founder Trap


Most entrepreneurs — especially female founders — end up looking at what other successful businesses are doing and think, Maybe I should do that too. But their audience isn’t your audience. Their market isn’t your market. And copying them is a fast track to watering down your message.


Even if you’re selling globally, your dream customer is still a specific person with a specific life, needs, and challenges.


Header Image that reads "TARGET MARKET VS TARGET AUDIENCE (Made Simple)

  • Target Market → The big picture group who might be interested in what you offer, based on demographics like age, gender, location, and lifestyle.


  • Target Audience → The exact people most likely to buy from you, defined not just by demographics, but by behavior, motivation, and obstacles.

Notebook page titled "The Biz Jargon Decoder" explains Target Audience vs. Target Market with demographics, customer behavior, and motivations listed.

If you’re local, don’t skip the location factor, because that’s where many founders lose focus. Your audience is not “all women ages 20–55.” It might be “busy professional women within 2 miles of your studio who want less stress and more strength but struggle to find the time and confidence to start.”


Header Image that reads "REALITY INVENTORY: THE TARGET CHECK-IN"





Ask yourself:

  1. Brain Dump → Who am I actually writing for right now? My dream client, my peers, or just someone else’s followers?

  2. Awareness → Am I avoiding getting specific because I’m scared of losing reach?

  3. Grounding → How would my business change if I doubled down on the right-fit audience instead of chasing the biggest one?

  4. Action → What’s one move I can make this week to serve my actual audience better?


Mindful Takeaway


Your audience isn’t everyone. It’s the people who will resonate most with you, buy from you, and stick around. Stop chasing the biggest crowd, start building for depth, loyalty, and alignment.

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