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Marketing Insight #8: Zero In on Your Audience

There is no quicker way to waste an advertising budget than by trying to reach everyone. Even if it is physically possible for the vast majority of the human race to use your service, “everyone” is not a valid audience.

This is a common trap for business owners. Fearing they are missing out on potential revenue, they attempt to spread their message to every societal nook and cranny. They soon learn the expenses far outweigh the rewards, because when you talk to everyone, no one listens.

Think about your own family. Can you imagine a television commercial that would be equally appealing to both your elderly mother and teenage son? Not likely. They are very different people with very different interests. What motivates one will not motivate the other, and money spent trying is money wasted.

Even the most basic demographic profiling can help a company limit waste, but demographics only get you half way there. In marketing, one size does not fit all. The more you narrow the field, the more effective your efforts become.

Age, gender, ethnicity, income and location are important demographics when defining your target audience, but consider other aspects as well. What about physical limitations, access to transportation, home ownership and employment status? Psychographics like spirituality, values, ideals and preferences also play a critical role, as do education, culture, hobbies and interests. These elements may make your business a better or worse fit for some.

Advertising is how businesses talk to consumers, and the more you know about the people you’re talking to, the more effectively you communicate. Conversations with your best friend are certainly smoother, deeper and more impactful than those you might have with some random guy on the bus.

With a clearly defined audience, you’re able to talk to customers like friends, and that can lead to relationships that last a lifetime.