Have you defined your target market?

Imagine if someone asked you to write a tutorial on how to multiply. Well, it’s fairly simple – but only if you know who you’re talking to. Are you writing for mathematicians, or preschoolers? It makes a huge difference. Not only in the way you explain yourself, but in the language you use to convey your point. Your first question should always be – who am I in business for? Who am I creating products and services for?

So, let’s get specific. I think the best way to go about defining your audience is to think of her (or him) as a person, one person. Her name can be Audience (or whatever you want to call her) and she is your ideal client or reader. Think about her as an individual. She embodies your brand and what kind of person you want to reach with your words and your products/services. When you know who your Audience is, you can speak directly to her. You can think about her in every word and thought you write down. You will be able to think about what she wants and what she needs, and cater to everything that she is asking for. Here are all the things you need to decide upon when defining your Audience.

**Disclaimer: the one thing people fear most about defining an Audience is that they feel they are shutting out a portion of the population. Remember, the entire population can still access your site, and many of them may still interact with it, but by defining your audience you are simply calling out to a certain portion of them.

TIP 1: THERE ARE 3 DIFFERENT GROUPS THAT CREATE YOUR TARGET MARKET
 

  • The customer who will purchase from you
  • The person that influences the customer to purchase from you
  • Your promoter

For example, one of my graphic design services is wedding invitations. Right away you would say my ideal client is brides. Yes, that is part of my market but what about the bride's mother? The bride's mother is an important demographic to add to my target market because she could persuade her daughter to buy my invitations. Then once they've purchased from me they become my promoters to their family and friends. It's also important to point out that your own family and friends are part of your target market because they can help you generate business.
 

TIP 2: DEFINE THE PEOPLE WITHIN THE GROUPS
 

Specifically answer at least 3 or more of the following:

Age
Gender
Annual Income
Job Description
Hobbies
Etc.
Let's keep using my wedding invitations market as an example:

Purchaser - Brides

Age: 18-35
Gender: Female
Annual Income: Middle class
Influencer - Mother of the Bride

Age: 40-65
Gender: Female
Annual Income: Middle class
Influencer - Bridesmaids

Age: 18-35
Gender: Female
Annual Income: Middle class
Supporter - My friends

Age: 25-32
Gender: Male or Female
Annual Income: Middle Class
 

TIP 3: PICK 2-3 WORDS TO DESCRIBE YOUR GROUPS
 

My target gender is women so I'd want my branding to have a feminine feel. My target age group ranges from early 20s to mid 60s so my branding will need to be timeless. And lastly, I'm appealing to the middle class therefore I want my identity to look classy but not to high-end.

My brand identity should exemplify these 3 words: feminine, timeless and classic.