When I’m in my exploratory meetings I always ask about my client’s target audience. I ask questions like:
- What is your audience interested in?
- What industry do they work in?
- How do they communicate?
- How much money do they make?
- How old are they (and other basic demographic information)?
And, of course, I ask about their competitors. But, here’s the thing. A lot of business owners can’t answer most of my questions. They usually know who they’re competitors are, but not who their audience is. The most common answer I get from people who don’t know is “My product is for everyone” or “I want everyone to see my site”. I always say the same thing “If you’re targeting everyone, then you’re targeting no one”.
Knowing who your target audience is extremely important
It’s important to know your target audience before you start. This is because you want to use words, choose colors, and create designs that will resonate with them. Not just with you. You want your audience to feel like you or your business is the perfect place for them. Their values should align with yours.
If you don’t know who you want to target then try this exercise
Create your avatar. Your avatar is a detailed description of your ideal customer. It has a name, a career, goals, and a problem. My avatar’s name is Brooks. Oprah’s is Susie. Say yours is Julia. You want to think of Julia’s opinion when you’re writing, designing and marketing. Ask yourself, Will Julia like this design? Will Julia want to click this or read this? Will Julia buy this?
The easiest way to determine your target audience it to think of your favorite client (or your ideal customer) and answer a few questions about them. The answers will help you to come up with a short bio about them and, eventually a name.
How to make your avatar’s bio
Make sure you hit these points
- Age
- Industry
- Gender
- What is his/her’s yearly income?
- What are his/her frustrations?
- Why do they need your businesses services?
Say you’re a wholesaler of contemporary American made home decor. Your avatar’s bio should look something like this:
Julia is 54 years old and the owner of a prestigious home decor store. She’s run it successfully for 20 years. She grosses $540,000 a year. She has three children and after their graduation from college 2 of them now help to run her store. Her husband is an accountant and he takes care of the books. Now, sales have decreased due to online vendors and she wants to stay competitive.
What to remember about your avatar
People want to feel included and heard. They want a connection. Your avatar is your dream customer. Speak to him/her when you’re writing, designing and marketing. And, share this with your team. Doing this will help you to attract the people who need you and the people who YOU want to work with. But, don’t worry, speaking to your avatar will not stop other people from working with you. Now that you know who you’re targeting. What’s your avatar’s name?
