If you’re not new to my blog, you’ll have seen me write about target audience a few times.
Knowing your target audience well helps you keep your writing appropriate, and your message on topic.
And that means identifying your ideal customer, using their kind of language, and knowing what they need from you.
So, here’s my guide to what you really need to know about target audience
What is my target audience?
Target audience is the term we use to describe the group of people you are aiming your marketing at.
You should have a profile for your ideal customer or client (and in the probability that you sell more than one product or service – you should have one for each)
You need to consider age, race, location, gender, job, interests, family, and a whole lot more.
Because the more you know about the people you want as customers – the more effective your advertising and marketing will be
Don’t get stung by the ‘everyone’ cliché.
If you’re struggling to come up with an ideal client profile because you truly believe that your product is for ‘everyone’ – you need to ask yourself some tough questions.
- Why is it for everyone?
- Is it not age specific, at all?
- If it’s truly universal – who do you want as your customers?
Once you have identified your ideal client, you can choose the language that speaks directly to them. Here’s a reminder of why communication is key when winning new customers.
How should I talk to my target audience?
Copywriting isn’t just about conveying a message.
The words you use must reach out to the people you’ve identified as your target audience.
They must speak directly to them, and make them believe ‘this is for me’.
That means it should be conversational, simple and effective.
So, take another look at your customer profile and consider how they would talk to the people around them.
- What kind of words would they use?
- What kind of tone would there be?
- Would they be fun and interesting, or more formal?
- Is there industry jargon they’d expect everyone to know?
Now put those answers into action when you write.
Once you’ve got your first draft, read it out loud and consider ‘does this feel like it might have been written by one of my customers?’
If it doesn’t, it needs a bit of editing.
Sparking a rapport with your target audience means they need to identify with you, and what you’re saying. The language you use plays an important part in this.
But copywriting isn’t just about using the right language
How well do you understand the needs of your target audience?
One of the best ways of building rapport, and knowing how to talk to your target audience is by understanding their needs.
Do you know what keeps your customers awake at night?
Better yet, do you know how your product or service can solve that problem or worry for them?
Sometimes it can be useful to ask your existing customers ‘why did you come to me for X?’ – you might not have considered some of their needs, or wants.
One thing to avoid is concentrating on features over benefits.
A feature might be the colour or size of a product. Whereas the benefit is what it does.
You should always focus on the benefits that your product or services bring, and how they meet the needs of your ideal customer.
Knowing your customers inside out really is the key to marketing effectively to them.
And that means you really have to work hard on establishing your target audience.
Understand who they are, and what they stand for.
Know what keeps them awake at night, and how you can fill that void.
And know the right language to use to have a direct sales conversation with them.
And that, is the ultimate cheat sheet when it comes to target audience. So, the next time you want to start a new marketing campaign, or even write a new blog – make sure you know the answers to those questions.