Definition: Target Audience
Target Audience refers to the traits you use to describe your prospects — or, as we like to say, potential clients. However, if you want to close more business, you need to focus not on your target audience, you need to focus on your IDEAL target audience.
Why ideal target audience? Don’t you want to work with people you really love as opposed to those who are a pain in the butt? If you haven’t defined who you want to work with, how will you be able to attract them to you? That is why it is so important to define who your ideal target audience is for yourself and then you can use that information in your marketing activities to attract those people to you.
When thinking about your ideal target audience you might include outward characteristics such as age, gender, and profession. However, more nuanced attributes such as beliefs, mindsets, where they spend their free time, reading preferences, and, of course, their pain points will be much more valuable. Why? When you speak to a center of influence or what is called a COI, do you want to say, “I’m looking for a $10M company that has 50 employees or would you rather say, “Do you know of a business owner who is so frustrated with their sales because their sales team isn’t bringing in enough business.” It is easier for the person to say, “Yes, I was just talking to that person yesterday, let me connect you” to the second statement because that is how people talk to each other. If you ask the first question, you are likely to hear, “I am not sure. Let me think about it and get back to you.”
Unfortunately, many people in new business development don’t know how to define their ideal target client. Think back to that one science project you spent so much time perfecting as a kid. When all was said and done, you knew everything there was to know about your topic. Defining your ideal target audience works the same way: you need to dig in to really understand all aspects of that person. Why? The more you know about who they are at an intrinsic level, the more effectively you’ll be able to find and market to them.
How to Develop Your Ideal Target Audience
To develop your ideal target audience profile, try this exercise. Jot down answers to the following questions:
- Who is your ideal target audience?
- What do you know about them?
- What are their pain points?
- What stories are you telling them?
If you’re not sure how to describe them in detail, identify one or two current clients that you would love to have more of.
- Call them up and talk to them about the problems you solve for them.
- Ask them why they picked you and what they perceive to be the best thing about your business.
- Write down what they say in their words, not yours. This is the language you will use to build and attract your target demographics.
Once you begin the process of really understanding who your ideal target audience is, you will be able to identify how to reach them and communicate with them because you will know so much about them that you will recognize them right away. You know exactly what they need and how you can help them. After all, isn’t that what you want, is to help them.