How to connect with your audience
Want to make your audience giggle like (non-terrifying) hyenas on a sugar high?
Or maybe you want to provoke that special oof! moment where what you say truly – and powerfully – connects with your peeps?
Or maybe you just want a way for your business to be memorable … without having to hire a skywriter in every city your target market hangs out in?
If so … I know a way.
Actually, I know a bunch of ways.
But for now, let’s stick to one:
Understand your audience.
I know, I know. You’ve heard this tip before. But, seriously, it’s important.
Because not knowing your audience means that …
– You might be targeting the wrong pain points (i.e. what keeps them up at night).
– You might be creating the wrong solution for their pain points.
– Your visual branding and copy might not be connecting.
– You might be using language doesn’t connect with them.
– Your marketing might be ineffective.
It’d be like headlining a show at the comedy club … only to present a 60-minute financial services documentary.
But knowing who your audience is means that …
– You know exactly what they’re struggling with.
– You know how to fix it!
– You know exactly how to communicate with them on a level – and with language – that they prefer.
– Your branding and marketing talks directly to them.
Which is like headlining a show at the comedy club and absolutely destroying the crowd (in a good way) with the most hilarious 60-minutes of their life.
They walk out holding their bellies and giggle-snorting, feeling emotionally satisfied and wholeheartedly understood.
And you walk away knowing that you’ve just built a tribe of loyal fans.
Pretty cool, huh?
So … how do you spark this whole ‘getting to know you’ thing? Without, you know, legit stalking your target customers.
Easy: You use your imagination!
Yep, just like when you were a kid and you created an imaginary friend (who was totally the one responsible for messing up your house and eating Dad’s special candy), you can create an imaginary customer avatar to help you understand your target audience.
To begin with, pretend you are catching up with your target customer in a coffee shop. There’s a plate of warm, gooey choc-chip cookies on the table and a mug of hot chocolate cupped in your hands. The atmosphere is warm and cozy and your target customer is smiling across at you.
“So,” he/she says. “What did you want to ask me?”
And you say …
(Pick any/all of the below interview prompts)
- What does ‘success’ look like for you?
- What is on your mind?
- What worries you?
- What are you struggling with at the moment?
- What’s your biggest fear?
- What would you most like to do in your life?
- What are your goals?
- What would fix your problem(s)?
- How would you feel once your problem was fixed?
- How would your life change once your problem was fixed?
- Finish this sentence: I would feel better if …
- What’s most important to you?
- What are you hungry for?
Let the (imaginary) convo roll from there and you’ll be surprised at how much valuable intel you pick up!