Audience: Secrets to Definition

Audience: Secrets to Definition image Three CatsAudience: Secrets to Definition

Audience: Secrets to Definition

You have just designed the most beautiful widget imaginable. You’re so sure that everyone in the world will want one–if only they knew about them! How do you get the word out without knowing your audience, though? Will you try a shotgun approach and stumble onto the correct audience? Here are a few questions to consider for narrowing your target audience. I’ll be delving into these ideas more deeply in future posts. These are high-level ideas. And if you’re a startup, you may have issues specific to startups.

What Problem Does Your Product Solve?

Does your product save people time? And if so, who is the most likely to want to save time using your product? Consider why a person would want to buy the product. What are the benefits? If you already have customers, you might consider a survey asking your existing customers what made them buy your product or service. Survey Monkey is a good free service to get you started.

Who Needs Your Services?

Is your audience high school kids? Millenials? Baby Boomers? Are they people who love cats? Try to be as specific as possible in narrowing your audience, to the point that you know that one person who can use your service the best. Try to use their language and keep that one person in mind always.

Technical Background

Audience: Secrets to Definition image DragonflyYour Audience is Waiting for You

Your Audience is Waiting for You

How techy will your audience need to be? Will they be on social media and where? It’s rare these days for someone not be online somewhere, but where are they hanging out? There are some wonderful resources about your particular demographic and where they are online.

Geography

Will your widget appeal to locals? North Americans? People in other parts of the world? If you know where you are, then you can limit who you connect with. If they’re all local, that will make your targeting more simple.

Are You Marketing to Consumers?

Will your product appeal to consumers or businesses? And how will you get in touch with the person who has the buying power in the organization?

Are Your Customers Men? Or Women?

Frame your words carefully depending upon who your audience is. As Deborah Tannin explains in You Just Don’t Understand, men and women not only use different words, but the subtext is much different. If you’re a man marketing to women, you might want to get a female perspective before you post something that could alienate your audience. And vice-versa if you’re a woman marketing to men–have a male friend look over your material before you publish it.

Look at Competitors

If you have direct competition, you can easily look at what those competitors are doing online. What kind of presence do they have across all the different platforms? What do you notice that they’re doing right? Are they making mistakes that you could avoid? Do some homework before getting started with your marketing effort can save you time later.

Anything You’d Like to Hear About?

Is there something in particular I can write about that would help you? Please let me know in the comments! Thank you!

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