Your Target Audience - Who Are They & What Do They Want?
by Karon Thackston
© 2003
http://www.copywritingcourse.com
It still amazes me. When I
write copy for a company, I always ask about
their target audience. I have to know who I’m
writing to in order to create a message that
will bring a response. But about half the time,
the client is absolutely stumped about who their
target audience is and what they want.
At the risk of sounding like
a broken record, I’ll say it again: “You
have to know your target audience before you
can advertise effectively.”
It just makes sense. How can
you deliver what the customer wants unless you
know what that is? How can you present a message
in a way the customer will respond to unless
you know their communication style? Bottom line…
you can’t.
So exactly how do you find
out who your target audience is and what they
want? It’s actually easier than you might
think. Here are my top seven ways to define
a target audience. Each is quick, simple, and
free/cheap.
- Ask. Devise a survey or questionnaire
and send it out to those people who you think
*might* be interested in your product or service.
Take a week or two to write a list of questions
that you’d love to have the answers to;
then create an online survey, and send out the
link. Be honest. Tell the people why you want
the information and what you plan to use it
for. Also remind them that the survey is completely
anonymous.
If you really want to boost
responses, offer a prize drawing. Perhaps
you could give away an Amazon gift certificate
to one lucky winner.
TIP: I use Survey Monkey
(http://www.surveymonkey.com)
because they have the easiest and most flexible
tools I’ve found. Not to mention, for
surveys that only need 100 responses or less…
it’s FREE!
-
Read. Pick up some industry
trade magazines or newspapers from your local
newsstand (or read them online). Especially
look for the Letters to the Editor section.
This is normally where folks “sound off.”
It’s a great place to get some fresh
insight on what your target customer is thinking.
-
Lurk. Visit online forums that are directed
at people in your target audience. No need
to post a message… just hang out and
see what others are saying. This is another
wonderful place to get insights on what people
in the real world are thinking.
-
Visit. Stop by some of the places your target
customers might visit. Are you selling back
supports to truck drivers? You might need
to visit a few truck stops. Just sit back,
order the lunch special, and keep your ears
open!
-
Talk. Want to know the biggest complaint
about retaining wall contractors? I actually
had to find this one out for a client! Talk
with those who would hire a retaining wall
contractor. I jumped on the telephone and
made a few phone calls. Amazingly enough,
almost everyone I spoke with had the same
complaints. I was able to use that information
to position my client in the best possible
light before his target audience!
-
Join. Local associations create a tremendous
environment for people to express their opinions,
discuss pressing issues, and solve problems.
Don’t join the ones that fit YOU best,
however. Join the ones that your target customers
would join!
-
Think. Put your thinking cap on, and come
up with more ways to get to know your target
audience. Perhaps you could visit a company
that falls within your target customers’
line of work, and observe them for a few hours.
Maybe you could host a free conference call
where people within your audience could voice
their opinions. With a little creativity,
you’ll have all the ins and outs of your
target customer nailed in no time.
Your Target Audience –
Who Are They & What Do They Want?
