Whether you’re launching a new company, lobbying for “casual Fridays,” starting a book club, or finding love on Hinge, there’s one golden rule: know your audience.
At Proof, our mission is to bring people together. Whether we’re uniting aspiring bartenders over beautiful glassware, inspiring parents to enroll their child in a school, or promoting a new property being developed in another state, our first step is always to understand, then define, a target audience.
Why Knowing Your Audience Matters
Understanding who you’re talking to helps you pinpoint your why. Why would someone buy your product, support casual Fridays, or join your book club? The why is the key to motivation. The better you understand it, the smoother your journey will be.
Think about things in simple terms: What is the customer’s problem, need, or want? What is your solution, offer, or product? How do you meet you audience where they are? Are you meeting a need or introducing a new idea (or both?) What do they know, and what don’t they know? Where do they need to be educated, and what expectations do they bring to the table?
Answering these questions opens the door to opportunity and possibility – and no idea is a bad one during these early brainstorms as you work to pin down your ‘perfect customer’.
Imagining Your Perfect Customer
Think about the perfect customer. You can probably picture them right away. They’re the person who gets excited about what you do after just one mention and then can’t wait to tell everyone else about their experience with you.. If you’re thinking about someone you know, great—write their name down. If not, create a persona and give them a name. Establishing that personal attachment with your customer leads to marketing that speaks to their needs and desires.
As we work through the creative process with our clients, we often reference back, by name, this ‘perfect customer’ persona. When making design decisions, it’s important to remove what ‘I like’ and think more about what ‘they’ (your customers) like, want, and expect.
Creating a Customer Profile
Write a brief biography for this person. How old are they? Where do they live? What’s their educational background? What’s their income level? Are they single, married, or have kids? Where do they shop? What do they like to eat? Dive deep into their characteristics.
Next, consider what they care about. Is it family, friends, looking cool, sounding smart, security, or shopping local? Keep going until you have a detailed profile. Keep in mind that what you’re selling is one amongst countless other options. Being a self aware brand and understanding the thoughts and desires of your customer is key to unlocking unique messaging that resonates with who matters.
The Most Important Person At Your Company
Now that you have a profile of your perfect customer, tailor your content and messaging for this person. Use their name in your drafts. Address them directly in your emails. After completing a project, ask yourself, “What would [insert name here] think about this?”
Remember, this person and persona is the most important individual in your company. By understanding and addressing their needs and motivations, you can work toward and achieve your brand and business goals with confidence and clarity.
