Target audiences are challenging to define but absolutely necessary to know. And not surprisingly, many business leaders and employees find it difficult to pin down the answer.
It is human nature to believe we can help EVERYONE. But it is NOT realistic. And in the process, it puts an extra burden of stress on ourselves. Knowing specifically who your ideal customer or client is – the person you’d like to serve day-in and day-out, lifts that burden and allows you to focus on what you can do for them, how your product or service works and why you exist.
The more detailed you can be on defining your target audience, the more specific your messaging can be and the more targeted your message placement is possible. Instead of sending a direct mail to every person in your zip code, send it to only the ones who match your target market definition.
Really get to know them – as if they are a close friend or family member.
The episode of The Pursuit of Purpose is a very basic look at understanding your target market – age, gender, employment, geographic area, income, and character traits. All of this helps create the ideal customer avatar, archetype, persona, or whatever you’d like to call it.
Benefits of Knowing Your Target Market
- Clarity of who you are speaking to
- Understanding of how you/your product or service solves their problem
- Understand where to reach your customers – no more blanketing your message everywhere in hopes your audience sees it (and you’ll save money in your media placement budget)
- Less confusion over trying to talk to multiple different people with different needs or interests (the right message in front of the right people)
- Your communication is clear and may lead to MORE people gravitating to your brand – and those who have always been there for you will stay with you (customer loyalty)
- Internally, your staff will have a better understanding of who uses their services and will become a better advocate for the brand as a result (builds culture)
- The money you save by being more strategic and targeted can be redirected into other areas of business – growth, product development, new services (scaling your business)
“If you confuse, you lose.” Donald Miller is right. And knowing your audience helps reduce (and eliminate) that confusion.
As always, in pursuit of purpose,
Additional resources:
- 6 Advantages to Segmentation
- How to know what your customers are thinking with Michael Hyatt: Building a Storybrand (podcast), Donald Miller
- How to define your target market Inc Magazine
