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u2 Don’t Sing To Everyone
Back in the 80’s when U2 were starting out they knew they were singing for me, and the 520 other girls at my school. It didn’t matter that they wrote songs that didn’t resonate with my mother. They knew that we drew their album graphics with a Bic Biro on our canvas school bags and scribbled their name on our exercise books during boring history lessons.
Who are you creating for?
Who will kill for your designs? Who is going to buy your book or schedule a consultation. Who will understand your message? Hand on heart, do you really know?
It’s so easy to overlook this when you’re building your business and crafting your brand.
The creation part, building the thing, scoping out the spec and writing the sales page is hard enough. So with blind faith we sometimes believe that because we perceive a need and work of filling it, that if we build it they will come. Maybe they will, but the thing is if you create something with a specific audience in mind then even laying the foundations of your idea becomes so much easier.
Start by knowing your audience, then build the idea just for them
Call it what you will, target audience, niche market or client avatar. The label is irrelevant, the purpose is to understand the human being(s) behind that label. That understanding of your audience turns needs into wants and means that you no longer have to use the megaphone to reach them. They will begin to hear you from whispering distance.
One of the best target audience descriptions I’ve ever read was written by John Locke. He’s the guy who sold over a million ebooks in five months, so I guess knowing who he’s talking to hasn’t worked so badly for him. Here’s some of what he wrote:
“The people who love my books love everyday heroes. They are compassionate people who root for the underdog, but are drawn to the outrageous and have a dry sense of humour. They are all ages but a surprising number are professional men and women above the age of 50. More than 70% are women. My readers are much more intelligent than you might think, many are doctors nurses and business leaders.
Those who like my books tend to be busy people who are frazzled and stressed out beyond the point of no return. They’ve read their share of high brow books, but these days they mostly read to relax with a fast paced easy read that makes them laugh out loud. My readers are smarter than my heroes and they know it. They like the small bit of research I do. They don’t want to be educated but they love to learn one or two unusual facts along the way they can pass on in conversations at dinner.
My readers are renegades they like things editors hate, light character descriptions and almost no detail about settings. They know I’m not trying to save the world or write meaningful literature that kids might have to study in school someday. They know the sole purpose of my writing is to make them smile or laugh for a few hours on a day when they need it most, and they like that about me.”
How would your products be different if you sat down and created a client avatar like this? Often the hardest thing isn’t finding the problem to solve, but finding the people to solve that problem for.
Image by Danny Hammontree.