How To Identify Your Audiences And Messaging
Learn how to market to multiple audiences to help get the results you want.
If you run an online business, you know that understanding your clients is really important. These are the people who find a dream solution to their needs in the products or services your company sells. Understanding what they want from you and why, at a very intimate level, can help you get the sales and results you’re looking for.
If you’ve ever felt stuck or frustrated about where to go next, it’s probably because you haven’t honed in tightly enough on your ideal buyer. And if you’ve ever developed a product that flopped or wondered why a client didn’t buy your custom service, it’s probably because they aren’t your ideal client.
If you don’t understand who your ideal clients are, you’ll dilute your brand messaging or product offerings in an effort to appeal to everyone—and virtually ensure that you actually appeal to no one.
A great way to gather and use information about these people in your sales and marketing is to create an individual client profile. This is a deep look at one specific person that outlines everything from how old they are and where they shop to their fears and dreams.
But today, I want to tell you this: it’s not enough. And I’m guessing somewhere deep inside, you already know that.
Let’s say you’re in the paper industry. You create beautiful, custom-made birthday-party invitations for parents who want something totally special—and who have the budget for that sort of thing. But you also create printable invitations for children’s birthday parties because you know not everyone’s budget is huge.
There are definitely similarities between the customers who will buy from you—both want to celebrate their children’s birthdays with a party—but there are also a lot of differences, and if you only have one client profile, you’ll start seeing those pretty quickly.
In this month’s Community Class, we’re talking all about how to speak to multiple audiences—we are calling them markets. In the example above, your custom invitations are one market and your printable invitations are another.
If you can start thinking about (and speaking to) these two groups as separate but related, and start gathering information about them into two different profiles, you’ll get a lot further!
So get out a piece of paper and make two columns (or as many as you need for the different markets you serve). Start writing down what you know about your ideal clients for each market—make sure you include surface stuff (like where they shop and the brands they love) as well as deeper insights (like what problems you can help them solve or passions your work speaks to).
Then, the next time you’re speaking to that group of people, get out your list and use it to help you craft your message.
Try it out today and let us know how it goes!