Blog Posts
Making Marketing Easier: Identifying Your Ideal Audience
Establishing your ideal audience makes sustaining your business easier. You have to figure out who would be best served by what you do so that you can “speak their language”, and you have to determine what your core emotion-centered message is! Emotion is what drives any of us humans to action.
Marketing, I'll grant you, can be an ornery beast as it forces you to do some deep self-examination. But once you understand the key principles, you can grab that beast by the tail, tame it, and make it purr.
Almost every entrepreneur is initially tempted by the same easy-out: to say that everyone and anyone could benefit from their product or service. But that fuzzy perspective will not draw people to you.
How can that be?
It’s a question of focus.
Consider this marketing truth: the smaller and more defined your niche, the better. How confusing! Shouldn’t you be available to anyone who needs your help? Don’t worry – the people that need you will find you. But in order to focus and magnify your message, you need to know which “language” you are speaking so that that group of people will hear you loud and clear!
How do we – through our messaging – become that compelling?
Many people find great value in defining an “avatar”: one single person who would most clearly benefit from what you do and whose life would be completely transformed by it. Those who follow this marketing strategy have some research to do on this avatar regarding his/her likes and dislikes, family makeup, even where s/he gets that morning coffee!
To make this a little simpler and more focused, I recommend you begin with three key factors.
Three Key Factors
Demographics
Your ideal customer’s stats: Average Age, Income, Education, Gender, Cultural Background
Psychographics
Your ideal customer’s personal traits and values: Personality, Lifestyle, Interests, Opinions/Attitudes/Beliefs.
Valuegraphics
The most recent in the marketing lineup of human measurement, Valuegraphics does what you might expect: measures the ideal customer’s values. David Allison is the Founder of Valuegraphics and has compiled hundreds of pieces of relevant personal data which when measured give a far more descriptive and insightful view of the meeting place of your ideal customer, and your service.
Marketing, I'll grant you, can be an ornery beast as it forces you to do some deep self-examination. But once you understand the key principles, you can grab that beast by the tail, tame it, and make it purr.
Almost every entrepreneur is initially tempted by the same easy-out: to say that everyone and anyone could benefit from their product or service. But that fuzzy perspective will not draw people to you.
How can that be?
It’s a question of focus.
Consider this marketing truth: the smaller and more defined your niche, the better. How confusing! Shouldn’t you be available to anyone who needs your help? Don’t worry – the people that need you will find you. But in order to focus and magnify your message, you need to know which “language” you are speaking so that that group of people will hear you loud and clear!
How do we – through our messaging – become that compelling?
Many people find great value in defining an “avatar”: one single person who would most clearly benefit from what you do and whose life would be completely transformed by it. Those who follow this marketing strategy have some research to do on this avatar regarding his/her likes and dislikes, family makeup, even where s/he gets that morning coffee!
To make this a little simpler and more focused, I recommend you begin with three key factors.
Three Key Factors
Demographics
Your ideal customer’s stats: Average Age, Income, Education, Gender, Cultural Background
Psychographics
Your ideal customer’s personal traits and values: Personality, Lifestyle, Interests, Opinions/Attitudes/Beliefs.
Valuegraphics
The most recent in the marketing lineup of human measurement, Valuegraphics does what you might expect: measures the ideal customer’s values. David Allison is the Founder of Valuegraphics and has compiled hundreds of pieces of relevant personal data which when measured give a far more descriptive and insightful view of the meeting place of your ideal customer, and your service.