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 Your Target Audience – Who Are They & What Do They Want?
by: Karon Thackston
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.
1. 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
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!
2. 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.
3. 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.
4. 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!
5. 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!
6. 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!
7. 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!
Most buying decisions
are emotional. Your ad copy should be, too! Karon is President & CEO of
Marketing Words, Inc. who offers targeted copywriting, search engine
copywriting, and ezine article writing. Subscribe to Karon's free ezine
at http://www.marketingwords.com/ezine.html or visit her site at http://www.marketingwords.com.
You can also learn to write you own powerful copy at http://www.copywritingcourse.com.
About The Author
Copy not getting
results? Let Karon provide search engine copywriting, catalog
copywriting, or other types for you. Just visit
. You can also learn to write your
own SEO copy that impresses the engines and your visitors at
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