Who is your target audience, and what do they want?

September 15, 2011 at 12:02 pm Leave a comment

(This is a vital question for your marketing, and the ideal starting point for making your marketing effective)

In a recent survey (by Anne Seig) NONE of the entrepreneurs asked (~22,000) could actually answer – Who their target market was. So if you are struggling to find your target market then here is an exercise that walks you through

“Who is your target audience is, and what do they want?”

It starts with asking and then answering the right questions:

  • Who is your target market?
  • What are they looking for?
  • What are they thinking about?
  • What are they talking about?
  • What problems are they facing that you can solve?

To make this even more real a scenario, let’s pretend we’re selling a nutritional shake that is designed to help people lose weight. And our goal is to sell as much of this product as possible.

In order to be successful with this, we have to know who we’re talking to. It should be so tight that you could almost name them, if you knew their name, but you should be able to recognise who they are. Therefore your definition has to be ULTRA SPECIFIC.

I am going to call this a campaign because we can create multiple campaigns that target different audiences. There are always several audiences we can consider. We just have to choose ONE and start.

Here are three SPECIFIC examples for two DIFFERENT audiences we could consider targeting:

  • Post pregnancy woman who would like to lose the remaining pregnancy weight that they’re still carrying 6+ months after having given birth.
  • Woman who want their husbands to lose weight, be healthier, have more energy and have a quick replacement for lazy fast food decisions when they’re in a hurry.
  • People who have purchased weight loss products before, but are always frustrated with the results.

 
Do you see how you’ll “speak” to these audiences differently?

Do you see that for each group you will relate differently to their pain?

It’s significantly different for each of the target audiences.

There isn’t really anything complicated about this, but it does require effort.

Your message has to be tailored to each of these audiences.

That means your capture pages, your emails, your blog posts, your Facebook updates, your webinar presentations, your offline presentations, YOUR ADS, even your conversations … must zero in on this specific audience.

Let’s take a closer look at the first example from above…

We’re going to target post pregnancy woman who would like to lose the remaining pregnancy weight that they’re still carrying 6+ months after having given birth.

Let’s think about this even closer. We have to if we hope to reach any audience.

Here are the deeper thinking characteristics of this audience:

  • They’re nursing. Therefore they burn a lot of calories and get extremely hungry — fast.
  • They’re consciously mindful to eat healthy. It’s an emotional value.
  • So they read books and magazines popular for good health, preparation of healthy “green” recipes. Take the spinach smoothie recipe for example. They like it. It’s so healthy it feels healthy. But whenever they do drink them, it doesn’t fill them up enough. They quickly get hungry again, and it’s this perpetual hunger that is both an annoying frustration as well as culprit for not being able to lose those nagging last few pounds (or more).
  • They don’t work. They are stay at home mums.
  • They arrange play dates with other like-minded mums that have kids near or at the same age.
  • This audience has their own social network both offline and online (primarily Facebook). It’s the offline activity that feeds the online social activity that initiates more offline activity – unique cycle. This creates a lot of word of mouth social proof about any number of things – weight control is one of them.
  • Money IS an issue for most of this audience. They have influence on all major family purchases, but hold absolute dominion over smaller purchases including food.
  • They justify purchases with logic. Not prone to emotional purchases – most of the time they’re not anyway.
  • If they were to purchase and sustain using the health related weight loss product, and if they received results, they’d become active evangelist, and spread the word to their peers.
  • This potentially makes them great referrers.

Do you see how deep we’ve gone here? Do you see what I’ve done here?

If not, please reread the paragraph section above. It’s a perfect example of plunging deep to understand a target audience.

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Entry filed under: Coaching advice.

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