Today I’d like to share with you two things: 1) why it is so important to know your target audience as well as possible; and 2) the best and easiest way to define your target audience. In recent posts, we have already discussed the importance of personal branding and attraction marketing for your business. But before you start to brand yourself and implement attraction marketing in your business, the first and most crucial step is to define your target audience and get a very clear picture of your prospect’s avatar.
Why is it so crucial to know your target audience?
The plain and simple answer is best summed up with a quote by Mark Twain:
If you don’t know where you’re going, you’ll end up somewhere else.
In our terms, this means that if you don’t know your ideal prospect as well as humanly possible, you won’t be able to optimize your marketing to attract these very same people.
Especially these days, when it comes to online personal branding, Internet marketing, and social media, it is absolutely vital to have an exact picture of your avatar. The less specifically you have defined your target audience, the more time and money you will waste.
Let me tell you why. Less specified target audience means less targeted advertising, which will lead to bad conversion rates and less success. To fully understand that equation, take a look at the following chart:
The first contact with your prospects might be through an ad. If, for example, you are selling bicycles and show your ad to people who are primarily interested in baseball, your efforts will not pay off.
If your ad fits the need of your target audience but the offer on your website does not, you will have visitors on your website but no sales. Your visitors won’t take the action you want them to take, which is to buy or opt in to your auto responder.
As you can see, defining your target audience as well as possible is the foundation for a congruent sales and marketing funnel. Once you know the person who is purchasing your products or services, you can tailor your marketing efforts very specifically to this person’s needs.
How can you define your target audience the best way possible?
To draw a very specific picture of your target audience, you should take your time. Please remember that this is a very important step, so give yourself enough time to do it right. Get rid of everything that could be disturbing you. Turn off your email-client, Skype, phone, and anything else that could interrupt you.
Then just take a pen and a paper and describe that person. Draw a picture of your average buyer. This will be your avatar. The following questions might help you a little bit. Think about your avatar’s:
- Name—who is this person?
- Employment level—employee, freelancer, or entrepreneur
- Current life situation
- Monthly income
- Likes—what is more exciting than anything on earth? What is his fantasy?
- Dislikes—what bothers him about life right now?
- Fears—what keeps her up at night?
- Reading preferences—what books does he read?
- Religious beliefs?
- Current thoughts on body image, money, lifestyle, and family?
- Business concerns—what is the #1 problem in her business?
- Business experience?
The more such questions you ask yourself about your buyer, the more specific the avatar of your target group will be. Of course, this list cannot be 100% complete, and the questions will also depend on your exact product or service. But from this example, you can see how to specify your target audience as much as possible.
What to do with your specifically defined target audience
Once you have specified the avatar of your target audience as exactly as possible, I guarantee that you will have a huge, almost unfair, advantage over 99% of your competitors. And it is a really valuable and powerful advantage.
From now on, whenever you write an ad, an article on your website, sales copy for a sales page, an email to your list, or anything else in your marketing, you will always do that for your specific avatar—your exact target audience.
In practice, that means that you don’t write this ad, email, etc. to an anonymous list with hundreds or thousands of subscribers, but to your avatar. And your avatar is somebody you really know very well.
When you follow this strategy, I promise that your marketing efforts will be in sync and your conversions will explode. This will also reduce your marketing costs, because knowing your target audience will allow you to reduce your spreading loss concerning your marketing expenses.
Yours in Mastery
P.S.: Was this post of value to you? As always, I am looking forward to your comments or questions down below. You are also invited to spread the word about the importance of knowing your target audience by forwarding this post to your network on Facebook or Twitter using the social media icons.