Talking to everyone means talking to no one, and here are 3 reasons why doing so may damage your business.
Being a new business owner, it’s understandable to want your company to take off and gain popularity right away. It’s understandable to not only want thousands of customers purchasing your product or investing in your offer, but to also want thousands of followers on your social media accounts, and thousands of views on promotional videos. Because, in this digital age, a large follower count means success, right?
Actually, aiming to reach the largest population may not always be productive, and basing your success on vanity metrics is an illusive trap that will only discourage you when you realise your company is not growing the way you predicted.
In most realities, a new business is always going to start small, and trying to cater your product or service to everyone will not help you in the long run.
In this article, you will come to understand why one of the best things you could do before launching your business is to narrow down your target audience. While defining your target audience makes a copywriter’s job slightly easier, it also helps to make your journey towards building a successful brand a lot clearer.
No One Relates to Cookie-Cutter Brands
At AICREATIVV, we’ve worked with many different clients, from corporate companies to small-scale businesses, and it’s clear from our experience that their brand’s voice and identity is largely shaped by the people they’re targeting.
For example, our clients at AJUNG speak to individuals who are looking for information about the benefits of their products, and therefore their brand voice is often professional and educational.
On the other hand, our clients at Peachy are targeting individuals who have conflicting emotions about eating healthy or delicious food, and so they’ve adopted a fun and optimistic brand voice to convey the idea that you don’t have to sacrifice anything to eat healthy.
If you think of your brand as person, it’s obvious that one person cannot be relatable to or connect with everyone. It wouldn’t work if AJUNG’s brand voice was fun and free-spirited to educate 40 to 60 year-old individuals on the science behind their products. And similarly, if Peachy took on a serious brand voice, their brand messaging wouldn’t deliver the way they wanted to otheir 20 to 30 year-old customers. Conversely, it also doesn’t make sense for these brands to take on very vague and general personalities, because they wouldn’t stand out and connect with anyone.
Because of this, we make it clear to our clients that this is a crucial step towards solidifying your brand, and we create user personas from our collaboration in the Discovery Session to guide their content strategy. Your brand needs a personality that is relatable and resonates with people on an emotional level, and honing in on your target audience will make it easier for you to know what brand voice and identity is best to adopt.
AICREATIVV's Summary
So, here is what we’ve gathered so far:
Trying to reach the widest audience possible is actually counter-productive for your business
A wider audience equates to higher marketing budget
Narrowing down your target audience can help you shape your brand voice and identity
You can do this by creating user personas that will guide the content you make
Next, we’ll talk about how knowing your target audience’s problems can help you create impactful copy, and why starting with a specific target audience doesn’t necessarily mean stagnant business growth.
Read the next article here!
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