As you develop your project to go to market, you want to stop. Have you given thought to your TARGET AUDIENCE?
There are multiple steps to developing your business strategy and focus. For the sake of clarity, we’re going to spend this article focused on helping you identify your TARGET AUDIENCE.
Target audiences can also be known under the following names:
- Ideal Client
- Customer Avatar
- Ideal Customer Avatar
My personal preferred term is ideal client, however, target audience is the standard terminology.
For the sake of this conversation, we’ll state that you, the reader, have already selected a product or service as a primary focus for this exercise.
The first step when creating your target audience is IDENTIFY.
During this process, you’ll want identify who your product or service is for. You’ll also want to identify what the benefit to this client is. Why are they interested in your product or service?
An important point to note is that it’s important to focus on your target audience’s self interest. Make sense? Speak to what they desire or need.
How do you do this?
RESEARCH. Customer and market research.
Imagine your ideal client or target audience.
Who is this person? What is their day to day life? What are they interested in? Are there any demographics about this person you may know? What region of the world do they live in? What are common or important stresses in their life? What are their pains? What are their desires? What motivates them? What drives them? Why do they do what they do? Who do they want to become?
Research the market. What drives the market? What industry? What niche? What is common terminology in the niche? How does the niche work? Who are the big players? Who are the small players? What’s the supply chain? What’s the demand? What’s the margins? What’s the range of pricing? What’s the expectations? What are the common work arrangements? Research the market.
The next step is to VALIDATE your product or service.
Call someone in the niche and ask a lot of questions…time permitting. Ask previous, current or prospective clients what they believe the product or service is worth or what the value of it is to them. Experiment with different kinds of people to ask. Ask friends, associates, co-workers, the waitress at the restaurant, your social media networks, platforms like Quora or groups/forums.
This way you can learn the range of responses to your product or service and adapt accordingly, well before you’ve ever taken your product to market.
That leads well into the last step of today’s read, which is, ADAPT.
Remember, you’re focused on serving the self interest of your audience or client, solving their problems by creating solutions for them.
This may mean that you’ll have to adjust your initial offer or pivot your focus based upon the response you receive.
There’s a sense of self awareness and adaptability that’s needed here. Mentors help.
You may not have to adjust your offer, but remember, if you do, restart the process of researching and validating to make sure your project is still aligned and focused.
A quick challenge to close on an actionable note.
Grab a notepad or open a text file on your computer. Write down every characteristic you can think of about your ideal client or target audience. Do it quick before it goes away!!
Now you have a great place to research from, a sense of clarity about who you’re talking to and a bunch of keywords you can use when it gets time to start targeting with your messaging.
If your product or service is targeted, researched and validated, you may be ready to go to market. If not, you may find an underperforming strategy.
Who’s your target audience?
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