As we dive into a full month of talking about how to monetize your brand, it is only right that we make sure we cover one VERY specific topic before we begin. And that is clearly identifying who your target audience is and exactly how you can begin helping them. In nearly every new product (whether that be a class, course or workbook) I always make sure to start off by making my students go through this target audience exercise. Why you ask? Because if you can clearly identify WHO it is that you potentially want to help or work with then it will be a lot easier for you to:
- Create better and more consistent content
- Create products or services that they actually need and will have no problem purchasing
Figuring out who you want to help is a major key player in building your brands foundation. You cant create content if you're unsure of your audience. You can't create great products or services nor can you truly begin to market yourself. Needless to say, getting clear on your WHO is extremely important!
To help you through this exericse, I've creates a super helpful worksheet filled with tons of questions to help you narrow down your person.
So where do you begin finding these mystery people? I break it down into three main sections; the basics, their interests and their pain points.
This section is as simple as it sounds. Here is where you're going to come up with the general basics of the ideal person you want to help. I mention target audience a lot as if I'm talking about a group of people (which it is), but I've found that it's easier to identify your people by looking at them as if they were just one person. The basics are where you will cover things like their age, gender, education, income, etc. This section serves as a starting point to where you should begin looking for your person. For example, if your person is more than likely a single woman in her early 20s, then it would be a waste of time for you to create content that is mostly geared towards married women who are in their 40s.
Lets dig a little deeper, as their interests will begin to tell you exactly what platforms you need to be present on, how to word your content and where you can begin meeting them in person. Here you'll answer questions like:
- What magazines does he/she read often
- What podcasts does she listen to or what blogs does she read often
- Which social media accounts does she use often
- And also what other brands does she like that may be similar to yours.
Again, this is important because it will help you to begin figuring out exactly where you need to be showing up which is going to be crucial when putting together your marketing strategy!
THEIR PAIN POINTS
This is by far the most important section and is NOT something you should rush through. This is where you'll learn EXACTLY what your audience is struggling with and exactly how you need to be helping them. Most importantly, this is also where all of your content and product ideas will stem from. Here you need to answer questions like:
- What is frustrating her?
- What does she wish she had more of?
- What is holding her back from pursuing her dreams?
- How can you use what you know related to your niche to help her through her frustrations?
Take your time with this section as the answer to these questions will truly help to mold and position you as an expert in your industry.
So what if you're still not really clear about WHO you want to help? Or what if you're feeling stuck in one of the sections? Then you need to stop and take a look at yourself. Typically when we set out to create a business we create it out of necessity. Meaning we create what we wish we would have had for ourselves just a few years ago. So if you're struggling to answer some of the questions in the exercise, look back at who you were just 2-3 years ago. What do you wish you would have known related to your industry? What questions did you have? What were you struggling with at that time? 9 times out of 10 our audience is just a reflection of who we were.
quick tip: your audience won't stay the same forever and you have to be open to allowing it to change. As you grow and learn more, your audience will grow and learn more.
Now that you have a clear understanding of who you want to help, let's sum them up. Briefly explain in a couple of sentences who it is that you help and what you help them do. Your sites "about" page or maybe even your main home page is the perfect place for you to clearly state who your brand is for.
So now you know exactly who you want to help, but now where do you find them? I recently created a video over on my YouTube channel that explains some of the key places to begin going out and finding your people. CLICK HERE TO WATCH THE VIDEO
Like I mentioned before, this month we'll be diving into how to begin making money through your brand. Stay tuned for more blog posts, videos and also emails on the topic!