Everyone and their mother is out there telling you why you need to be defining your audience, and I am no exception.
Knowing who you’re doing this for is everything. It brings the clarity needed to design an effective brand, strategize your website, nail your brand voice, etc. You might think that you want to appeal to as many people as possible, but if you don’t know exactly who you’re talking to, you’re essentially talking to no one. No one will have that “This is the perfect person for ME” moment unless you are speaking directly to them.
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If you’re like me, this part seems a little superficial, right? But, I promise there’s value to it. Determining your target audience’s basic demographic information allows you to picture them AS A REAL PERSON. This makes your voice sound more real and authentic because you’re not yelling out into the void, you’re talking directly to friend like they were right in front of you.
Examples of questions you should answer to define your audience’s demographic:
Disclaimer: Your audience’s demographic will influence your brand and web design. But that DOES NOT MEAN that because your audience is generally female or male that everything needs to be pink and frilly in order to be feminine or cold and rustic in order to be masculine. That kind of design has its appropriate place, but it’s not a one-size-fits-all. We can be more creative than that.
This is where we start to dig a little deeper and develop an understanding of our target audience. Discovering their values and struggles helps us create a real connection because we understand how they feel and what they need. Have you ever read something and purchasing was practically a no-brainer because we knew that it would fix the specific problem we were struggling with? That’s the point of this.
Examples of questions you should answer to discover your audience’s values and struggles:
Before we move on, it’s important to me that you understand this is not about exploiting their feelings. It’s about letting our target audience know that we UNDERSTAND what they’re going through and we’re here to help if they need us.
This is one I don’t often hear other people preaching. But when it comes to branding, knowing who your audience is and what they want is only the ground work. The next step is to understand your relationship with them. This way you have clarity on who you want to be for your audience as well as who they need you to be.
Examples of questions you should answer to define your relationship with your target audience:
If you’re sick of “winging it”, and you’re ready to develop an effective plan and gain clarity in all aspects of your branding, then you need to define your audience by:
You might be thinking- “But what if I define my audience and that drives away potential business?” I get it. It’s scary. If you’re repelling people, that means less clients/customers, right? Well, as counterintuitive as it might seem, repelling the people who are not right for your business is a good thing! Check out this next post to read more about why you should Define your Target Audience Without the Fear of Repelling Everyone Else.
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