I am often asked, “What is the most important thing to know about advertising?” The answer is simple, although it eludes many people.
Know your target audience!
When you ask most business owners who their target audience is, you are generally quoted a list of demographics. While demographics are a portion of the make up, to know your target audience goes far beyond statistics.
Advertising is a message you send to the people whose business you would like to gain. It is a form of communication to a specific group of buyers. When you communicate with friends and family, you take the communication style of that particular person into account before you speak or write. The same holds true for your target audience.
When you begin to write a letter, you don’t sit down and begin writing without first determining who the letter will be addressed to. If you are writing your mother, you will no doubt design the message differently than if you are writing your best friend. Your verbage changes and your style changes according to who you are writing. You make a point, although sometimes subconsciously, to write in such a way that your audience will be receptive. These same principles apply when addressing your target audience via advertising messages.
Find out all you can about what kind of people your target group consists of not just what demographic segment they fall into. The closer you get to those in your target audience, the more effectively you’ll be able to communicate with them and the better received your advertising will be!
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