Know Your Audience


Who are you helping? Whoever your audience is, regardless of size, think of all the things you want to share that can change their lives. Develop a servant mentality for your audience. The more people you help, the more successful you will be.

Be as specific as you can about your audience. The target customers shouldn’t be “all parents” or any more than it is “anyone who lives in Richmond”. You should get specific about your target, for example “Parents looking to have technically savvy children.” or “Engineering toys for girls” – Think Goldieblox.

Try writing down every detail you can think of about your perfect buyer, until you can’t get any more specific. Start with that person and then expand your target market – not the other way around.

Find an Avatar

Develop an audience “avatar”. How is one member of your audience represented? It is easier to market and sell to a particular type of person than a diverse range of people. An avatar should be someone you know, or know of (not a made-up character). You like and respect your avatar so naturally you want to help him/her. Your avatar is willing to build a relationship with you. A very important characteristic of your avatar is that he is actively seeking to pay for what you have to offer. Once you fully understand your avatar you will be amazed how much easier it is to write marketing messages that reach them and get their attention quickly and simply.


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