At the start of every project one of the most important things I help my clients to do is to properly define their target customer.
It's natural to want to have a broad range of services and a diverse target audience, but as counter-intuitive as this sounds, this strategy is far from effective.
When people hear or read your message, it should feel as if you are speaking directly to them.
You want your audience to feel like you are reading their minds... Almost as if you are answering questions that are on the tip of their tongue.
The only way to achieve this is to take the time to think about exactly who you are trying to influence.
- What are their biggest struggles and challenges?
- What are their short term goals?
- What are their long term aspirations?
- What brands do they associate with, or aspire to be like?
These are just a handful of questions you can use to start building up a picture in your mind of who you are trying to speak to.
When you begin to craft your message, keep these questions in mind to help you to narrow your focus and strengthen your message.
This process should be repeated and refined several times until you are confident that your message is as focussed as it can possibly be.
By doing this you are going to be one of the few businesses who are talking directly and specifically to this target market.
It will set you apart and probably blow your competition out of the water.
As part of a long term content strategy, this will engage your audience, provide them with value and make their decision of whether to work with you a whole lot easier.