Why Target Audience is Crucial to Your Marketing Strategy

The core of all problems, all communication, and all ‘not so hot’ audio logos is always the same. It’s the lack of a precise target audience.

Your brain refuses to focus when it doesn’t have specifics

So when you say: You help small business owners, you aim at all kinds of business owners. All kinds of business owners have all kinds of problems.

But let’s for a moment suspend the thought that you want ‘everyone’ as your target audience. Let’s, just for an instant, believe you want to target business owners who’ve been in business for five years or more.

What are their issues?

Probably they’ve been unable to step up to the next level
Probably the next level is writing something.
Probably the next level is writing a book.
Probably the next level is writing a sales page or a series of pages.
Probably the next level is writing a speech that is extremely powerful.
Probably the next level is writing stunning blogs that draws visitors.

The deeper you go, the more you hit at the core. When you focus on a specific target audience, you actually narrow it down to someone you could know. Someone you could put a name to.

Or why not do it that way instead?

Which way, you ask?

Why not reach out into the mind of someone you know. What is that person’s name? What do they do in their business? What problem do they have? Can you ask them what problem they have? Can you narrow down what’s stopping their profit? What would take that person (whoever that person is) to the next level?

Think of a fictional Natalie. Or a fictional Bruce

What is he doing right now? What is she frustrated with? Where does he want his business to go? Why is she unable to take weekends off? All of these issues are gaps.

Find out where you can fix the gaps. Bruce and Natalie have loads of issues. And you can be a specialist in fixing just a few of those issues. What can you fix?

Think backwards. Start with a target audience. Think about them, sitting at their desk at 7pm on Saturday night. What would change their life? How can you change their life?

You’re a specialist. What do you do best?

Think intently. What we have here is more than just an audio logo or a communication issue. What we need to have is a deep understanding. When we think in specifics, the specifics reveal themselves.