If you’ve ever taken a marketing class, you’ll know that identifying the person you are trying to target is an essential part of any marketing campaign. While it is tempting to think that your product is for anyone and that you should try to target the widest possible audience with your advertisement, in reality, this is rarely the case. It’s difficult for an ad with an enormous and varied audience to be effective and you’re far more likely to see positive results if you identify a particular demographic and choose a message that you know will appeal to them. In this article, we will run you through a few ways of doing that and explain how you can write an ad that really appeals to them.
Identify who your audience are
There are a number of ways that you can discover what types of people are using your business but the easiest is to ask them! You can do this by running an online survey, trying to gather demographic information through a platform like Google Analytics or simply
asking people when you get the chance to speak to them. While information such as age, gender and income are important, try to find out about the interests and motivations of your customers. This will make it far easier to create advertising that really speaks to them.
Write an ad that’s tailor-made for that audience
Now that you know about your audience, try to think about their motivators. They might have kids who they are keen to get home and see every night, they might want to make sure that they make a great impression to their boss or manager or they might just be looking for a little bit of stress to be removed from their life. Once you understand them and their motivators, try to think about how your product or service fits in with them and highlight these benefits in any ad copy that you write. Remember to focus on the benefits of your product rather than the features themselves. Make it clear that what you do can help to make their life better and you will most likely be onto a winner in your advertising.