You can't please all the people, all of the time.
But sometimes we try to.
When promoting what you sell, the temptation is to open up the market and make it as BIG as possible.
The more people who could buy your product, the easier it is to sell, right?
You want your viewer to feel like you are reading their mind.
Your message must solve a problem for them.
It must upgrade their life or bring them value.
With a general message, you can only skim the surface, and it will wash over 90% of your viewers without having any impact.
So, once you decide to be specific, and target a niche group.
How do you get you know what to say to them?
The key is simple. Just think about what they want.
When starting a new branding project, I have a little exercise I often do with clients who don't fully understand how to position what they're selling.
I ask them to create two personas, male and female normally.
If the product targets males or females specifically, then one persona will do.
The point is though that you are framing the conversation from the point of view of your audience. For most people this feels strange at first, but go with it!
The kinds of things we write down are:
- Which supermarket do they shop at?
- What car do they drive?
- What do they do in their leisure time?
- Do they have children?
- Do they have pets?
- Where would they go on holiday?
- Where do they buy their clothes?
There's about 50 things on my master list that I tend to narrow down to 10-15 depending on the client.
Once we've gone through this list of questions, we begin to have a picture in our minds of the type of person we are targeting.
If you like, you can even name them.
The next part is the cool bit though.
Now, when we're thinking about how to position the brand... The questions are all asked as if to our 'character'.
- What fonts/typefaces appeal to [John]?
- What brands does he associate with?
- Where is he likely to interact with your brand?
You see, by doing this, we take our own personal bias out of the picture.
By thinking about what matters to John, we're actually increasing the chance of our message getting great results.
If you'd like to talk about how I can help you to better target your audience, you can book a no-obligation consultation call here.
We'll talk about what your brand is all about, what your story is... And how we can best tell that to your customers.
Or if you have any questions at all, just send me an email.