The following 10 questions are designed to help you better identify your target audience so that you can fine tune your messaging to reach them more effectively.
1. What is the desired action of you target audience?
- Buying your product or service
- Donating to your organization
- Volunteer for an event
- Advocate by spreading the word and educating others
2. What demographic groups are most likely to take the desired action?
Figure out not only who has a need for your product or service, but also who is most likely to take action (buy, donate, volunteer). Consider the following factors but be cautious not to whittle things down too far.
- Age Group
- Gender (M, F, both)
- Location (local, regional, national &/or urban, suburban, rural)
- Marital/Family Status
- Income Level
- Education Level
Note: Though you may want to consider things like "race" I advise against it. In most cases, openly targeting a particular race sets you up for more pitfalls than benefits.
3. How do they think?
- Personality types
4. What needs, challenges, and frustrations do they have?
Understanding where your audience's needs and frustrations are, helps to shift the conversation from how they can help you ("buy my product") to how you can help them. Often times this is communicated very subtly. You won't see Charity Water saying, "We know you feel the need to belong to something that is both cool and makes an impact. We're both, so you should give us money."