When we think about defining our Target Market often we get caught up in defining specific demographic information (age, gender, life stage, education, etc), geographic information and lifestyle (hobbies, favourite shows, favourite bands, etc).
However, restricting ourselves to just these factors can really limit how we connect. All the above is really just surface level and to truly create messages that cut through we need to dig deeper.
3 key questions to ask ABOUT your target market
q1: what are their needs?
Needs are a way of describing the different challenges, struggles and obstacles people want to overcome.
Things that are getting in the way of where they want to go. Things that will make life just that bit easier.
It might be as broad as “they need to lose weight” or it could get really specific towards “they need to have enough energy to keep up with the kids”.
By taking a look at their needs, we are really identifying their pain point that might motivate them to take action.
q2: what do they desire?
On the flip side, desires are all about the destination or the dream.
What would their ideal life look like? What makes them feel good? What motivates them on a daily basis? What are they striving towards?
Once again these can be broad like “they would like more money” or it could get really specific like”they want to earn enough money to take their family on a holiday twice a year”.
By taking a look at their desires, we are identifying the ultimate outcome or benefit they can expect.
q3: what are their excuses?
Now you have an understanding of what their pain points are and what outcome they want, we need to look at what is getting in their way.
What has stopped them from taking the action they need to take?
These will commonly crop up during the buying process – what are the reasons why people don’t ultimately buy?
Money and time are the two biggies here but we need to consider things like self-doubts, insecurities, the guilts and other mindset issues.
By understanding these excuses, you can be prepared with an answer or even get in front of it by addressing these in your marketing.
now it’s your turn…
To really help you to get your messaging right, try to write out a list of at least 10 of each of these factors.
This will help you go beyond the surface level stuff and start exploring some of the deeper issues that may be present.