Audience, Message, Offer Series - Part 2

Audience, Message, Offer Series - Part 2

Inside the Mind of Your Customers: A Deep Dive

Everything begins with your audience.

These are your dream customers—the perfect individuals interested in your product and brand.

Consider this: If you’re a cyclist creating products for competitive cyclists, your audience is clear.

Marketing your cycling product to hockey players wouldn’t make sense.

Similarly, if your audience is trying to lose weight, struggles with carb cravings, BUT lacks time to work out, they likely won’t be interested in gym memberships.

• So, who is your audience?

• What pain points do they have?

• What benefits do they gain from your product?

• What are their demographics?

Understanding your audience is simpler than it seems, yet many brands overlook this crucial step.

They fail to identify and truly understand their audience, which hinders their ability to gain traction and scale.

Identifying your audience is essential to ensure your marketing efforts are effective and reach the right people.

Remember, as a business owner, you are in the solution business.

Every customer purchases solutions to their problems.

When you think about the solution your product offers, consider the pains or issues your audience faces that would lead them to buy your solution.

What will they gain from purchasing your product?

To determine your audience, consider their age, gender, daily activities, location, online habits, and more.

Immerse yourself in understanding their thoughts, feelings, and values.

The better you know your audience, the easier it is to communicate how your product can relieve their pains or offer tangible benefits.

Demographics and Psychographics

To effectively connect with your audience, you need to know both their demographics and psychographics.

Demographics describe physical characteristics:

• Age

• Gender

• Income Level

• Marital Status

• Number of Children

• Location

Psychographics delve into how they think and what they value:

• Challenges and pain points

• Sources of information

• Books, magazines, blogs, and websites they consume

• Conferences they attend

• Gurus they follow

Understanding both demographics and psychographics allows you to paint a comprehensive picture of your ideal customer. This helps you create more personalized and effective marketing strategies.

Understanding "Buyology"

When potential customers consider your product, what objections might they have? What excites them to buy?

Understanding their goals, values, challenges, and information sources helps you create targeted messaging.

If you cater to multiple niches, create specific messaging for each segment.

Generic messaging results in significantly lower sales.

Tailored messages resonate more deeply with your audience, leading to higher engagement and conversion rates.

Creating a Customer Avatar

To truly connect with your audience, consider creating a customer avatar or buyer persona.

This is a detailed profile of your ideal customer, encompassing both demographics and psychographics.

Give your perfect customer a name and a backstory. If you serve multiple niches, create multiple avatars, each representing a different segment of your audience.

For example, if you sell fitness equipment, one avatar might be "Busy Brenda," a working mother of two who struggles to find time for the gym but wants to stay in shape.

Another might be "Fit Frank," a young professional who enjoys high-intensity interval training and follows several fitness influencers online.

By crafting these avatars, you can tailor your messaging to address their specific needs, challenges, and desires, making your marketing efforts more effective.

Engaging with Your Audience

Engagement is key to understanding and connecting with your audience. Here are some strategies to engage with them:

Surveys and Polls: Regularly ask for feedback to understand their needs and preferences better.

Social Media Interaction: Engage with your audience on social media platforms. Respond to comments, ask questions, and create interactive content like polls and quizzes.

Customer Interviews: Conduct one-on-one interviews with some of your customers to dive deeper into their experiences and pain points.

Community Building: Create a community around your brand where your audience can connect with each other and with you. This could be a Facebook group, a forum on your website, or a regular webinar series.

My Personal Story with Audience

A few years ago, we had a diet product. I learned about the power of surveying your audience.

We hired an expert to help us craft the survey questions and offered participants a discount code and a chance to win an iPad Mini.

The response was overwhelming, with several hundred replies.

From the survey, we discovered:

• Our target audience had no time.

• Most were trying to lose about ten pounds.

• They had carb cravings late at night.

• They had no energy.

We tailored our messaging in ads and product pages to address these issues directly. This approach allowed us to scale our brand from under $100,000 to over $400,000 a month rapidly.

Surveys can be incredibly beneficial. They help you understand your audience’s specific needs and challenges, enabling you to craft offers and messages that resonate deeply with them.

Utilizing Feedback for Continuous Improvement

Collecting feedback is not a one-time activity. Continuously seek feedback from your audience to keep improving your products and services.

Here are some methods to gather ongoing feedback:

• Post-Purchase Surveys: After a customer makes a purchase, send a survey to gather their thoughts on the product and the buying experience.

• Product Reviews: Encourage customers to leave reviews on your website and third-party sites. Make it easy for them to do so by sending follow-up emails with direct links to review pages.

• Social Listening: Monitor social media platforms for mentions of your brand and products. Pay attention to what customers are saying, both positive and negative, and respond appropriately.

Once you nail your audience, it’s time to move to Message. We will go into Message next week!

Talk soon,

-Brent and Rush