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If you want to create messages that resonate with your audience, you need to know what they care about.” – Nate Elliott, Marketing Technology Advisor

Finding the target audience for your business is crucial to its success. When you concentrate on the people who are most in need of or interested in your product or service, there is a mutual benefit: You allocate your resources to the right efforts, and your customers spend their money on what they actually need. 

Let me give you an example: In 2017 Coca-Cola spent $3.96 Billion on advertising and promotion. By 2019 they are scaled to spend over $4 Billion in advertising and promotion. So what’s the moral of this story, your business will probably not outspend Coca-Cola or any business for that matter that has been in business for decades and has established die-hard followers and customers. So what is the alternative option?  That option is to identify your target audience so that you can maximize the effectiveness of your marketing and speak directly to your ideal client with your content.

This post will go over the definition of a target audience and provide some guidelines for identifying and understanding yours.

Who is Your Audience?

Let’s start by identifying your target audience. In order to identify your target audience you will need to answer the following questions: 

What is their..

Age?

Gender?

Location?

Income?

Interest?

If we were to use Cardone Advertising as an example company who would be our audience? Our audience would be any business owner who has a company who could benefit from finding customers and getting customers brought to them. 

So what would be their age range? 18-65+

Gender: Male or Female

Location: Now for Cardone Advertising, most businesses that we work with where we have the most experience, are in the United States.

Income: Six Figures 

Interests? Golfing/Yachting

Once our audience is identified we need to find out where they are getting their information from so that we can better target them on social media platforms.

Where do they get their information?

It is vital that once we have identified our audience, we find out where they are getting their information from. This is the second layer of figuring out how to properly create content for our audience. The questions below will help identify where they retrieve information from.

What websites do they frequent?

Blogs?

Conferences?

Influencers?

Here is are some examples below of where Cardone Advertising’s audience retrieves their information from:

Websites? Wallstreetjournal.comgrantcardone.com

Blogs: Small Business Administration, SCORE, Harvard Business Review

Conferences: 10X Growth Conference

Influencers: Grant Cardone

Once we identify where they get their information from the next step would be to determine what their goals and values are. 

Goals:

A goal is defined as an observable and measurable end result.

The audience’s main goal will be to increase the revenue of their business. If you as the content creator know this information before creating the content you can always cater your message with the goal in mind of helping your audience gain more revenue.

Now that we know the audience’s goal it’s important to also determine what their values are.

Values:

The first thing to note is that what your audience values can be different from their goals. Going back to our earlier example of our Cardone Audience, one thing that our audience values is quick communication. 

Most of our clients feel their time is very valuable and are extremely against wasting it. Also if they are loyal fans of GC, then they understand time equals wasted money. So since we know that we take pride in responding and getting things done quickly.

Challenges:

A challenge is any barrier that causes the audience to hit a cap or continue from moving forward in their business.

Maybe they have failed at advertising and marketing before and they do not know what to do now? Maybe they have been scarred by another agency and that has stolen their confidence and hope that advertising really works! These are real challenges, that hinder your audience from moving forward.

Pain Points

A pain point is the root problem a prospect or customer has. Businesses exist to solve their customers’ pain points. However, a large number of businesses and marketers do not actually understand their audiences true pain points. Instead, they think solutions are actually pain points.

Let’s use an example of a business owner who’s offices has very slow computers. The first thought would be to tell them, easy just change the computers. Although buying new computers is the solution, it would not be the pain point. The pain point could actually be that due to the slow computers, it is causing the salespeople to have faulty communication and therefore miss deals. This would be the actual pain point.  Understanding that as the pain point, and then catering your solution to that pain point is how you get your audience’s attention. When you create your content through the lens of your customer’s pain points your marketing becomes very different.

The key is that the solution should address the customer’s true pain point. The marketing shouldn’t be about the product, it should be about the alleviation of the pain point.

And keep in mind that the solution may not be the thing the customer asked for.

What’s next?

So what’s next is to create content that speaks to the challenges and pain points of your audience in order to draw their attention. You can learn more about creating the content and how to simplify the process of content creation in one of our other articles HERE.

So in summary, the most effective way to create content is to identify your audience, address their challenges, and speak to their pain points.

Hope this helps, and if you ever have any questions don’t hesitate to contact us at 10XProductions@grantcardone.com.

So in summary, the most effective way to create content is to identify your audience, address their challenges, and speak to their pain points.