In this lesson, we’ll explore the vital concept of “Target Audience.” You’ll gain a deep understanding of how every product is tailored for a specific audience, even seemingly universal items like a fork. We’ll discuss the diverse needs within these audiences, emphasizing the strong connection between a product and the audience it serves. You’ll also learn practical strategies to identify your own target audience, guided by your empathy and personal connection. Plus, we’ll offer valuable advice for those uncertain about their target audience selection. By the end of this lesson, you’ll be well-equipped to develop a clear picture of your ideal client and understand the importance of this concept in product development.

Now that you understand that a product is a solution to people’s problems, let’s identify who those people are.

Defining the Target Audience

Every product targets a specific audience. Even a widely used product like a fork is not suitable for the entire global population. You might assume that everyone uses forks, but that’s not the case. Asian cultures use sticks, and in some regions, people eat with their hands.

Even within our “fork society,” not everyone uses forks. Certain groups of people cannot use forks. For example, newborns require a spoon or bottle for feeding, while toddlers typically prefer a spoon. After surgery, individuals who are intubated need an alternative method for feeding. These examples illustrate that even common products do not cater to everyone. Although the underlying need may be the same, various nuances prevent a universal solution.

Diverse Needs Within the Audience

Even among those who use forks, their needs differ. Some may prefer silver cutlery, while others seek exclusive designs. Forks come in various forms based on their functionality: fish forks, dinner forks, dessert forks, salad forks, seafood forks. For different occasions, such as picnics, plastic forks are more suitable, while fishermen or hunters might opt for foldable forks.

The choice of fork depends on an individual’s status, culture, skills, personal preferences, and specific circumstances. These variations result in different audience segments, each with unique needs at particular moments.

The Inseparable Connection Between Product and Audience

Hence, it’s crucial to understand that a product is entirely connected to the audience it is created for. You cannot develop a product without aiming to serve a specific person within a particular timeframe, condition, and location (referred to as “circumstances”).

To illustrate this concept, consider the following diagram, which depicts the intricate relationship between the Person, the Circumstances, and the Need:

The intersection of these circles represents the Target Audience. It’s essential to recognize that we are not targeting all people with all needs and in all circumstances; this is referred to as the market share. To create a successful product, you must be exceptionally specific about your Target Audience.

HOW TO IDENTIFY YOUR TARGET AUDIENCE

In this section, we will explore the process of identifying your product’s target audience. Even if your product is not yet developed, or you have no idea what product to create, it all starts with identifying who you want to help and why.

Connecting with Your Target Audience

Consider who you naturally gravitate towards to offer your support and whose problems evoke your empathy and compassion. You likely have a connection with these individuals, either because they are in circumstances similar to your own, or they remind you of someone you deeply care about, igniting feelings of affection and a desire to provide support. This helps answer the question of who you want to help and why.

Addressing Uncertainty

If you’re unsure about your target audience, consider the following advice:

ADVICE 1:

If you find it challenging to identify your target audience based on personal relationships, empathy, and affection, try a different approach. Ask yourself which people and behaviors you want to correct, fix, or adjust. Select this client profile if it aligns better with your preferences.

ADVICE 2:

You don’t have to commit your entire life to one target audience. Your preferences can change over time. Today, you may focus on one audience, but in the future, you may be guided towards others with different needs. It’s okay; don’t be afraid to make a choice.

The next part of developing the Ideal Client Portrait will provide further guidance.

HOW TO DEVELOP THE PORTRAIT OF YOUR IDEAL CLIENT PRACTICALLY

Start by envisioning a person whom you are most passionate about helping. This person consolidates the characteristics of different individuals facing similar challenges within a specific area.

Imagine this individual standing before you, struggling with their problems and experiencing the pain and difficulty they face. Consider why they cry, why they can’t sleep, why they feel frustrated, and what they truly need to change. This person is your ideal client.

Utilize the Ideal Customer Profile Development Cheat Sheet to document this person’s description based on the questions in the Ideal Customer Profile Table (The link will be available in upcoming lessons with the explanation of the questionnaire)