Are you banging your head against your keyboard trying to figure out why your social media engagement is down or the traffic hitting your website isn’t turning into customers?
Let us walk you through crafting and nailing your target audience so that you can stop speaking into the void, start capturing your customer’s attention and finally start making sales.
This is why your marketing efforts aren’t working:
If you can’t answer any of the below questions, you’re marketing efforts are being wasted:
- What transformation does your product or service deliver?
- Who is your target audience?
- And no, the answer is not women aged 35 to 55.
- What problem does your product or service solve?
- What is your Unique Selling Proposition (USP)?
With so much competition online, it’s important to be clear about who you’re speaking to and what problem you’re trying to solve.
Let’s take two scenarios; both brands are selling practical baby products, including UV sterilisers, breast pumps and bottles:
BRAND A delivers its marketing messages like this:
We sell the best baby products.
We sell sterilisers, breast pumps and baby bottles.
BRAND B delivers their marketing messages like this:
We create a life of ease for busy, stressed-out parents looking for smart, time-saving baby products.
As parents, we understand that life with children can get a little crazy sometimes, which is why we ensure our products are designed with practicality.
We do all the heavy lifting with our extensive product research so you can be armed with the best products to support you and your baby.
If you found yourself needing baby products, ask yourself:
- Who are you going to purchase from?
- Who do you think delivers the better product?
- Who do you think will give the best customer support?
As you can see, Brand B addresses the transformation, ‘We create a life of ease’ then what the client sells ‘practical baby products’, which is the solution.
- Problem: Baby products that make parent’s lives more complicated
- Solution: Our functional baby products
- Transformation: An easier life with less worry about the safety and function of complicated baby products
Most businesses communicate WHAT they do rather than the TRANSFORMATION they deliver to their target audience.
HOT TIP: Take a look at how you communicate with your target audience and ask yourself: “Am I communicating the transformation my customer receives?”
Still not sure what your brand’s transformation is?
Discovering the transformation your product delivers starts with understanding your target audience and your Unique Selling Proposition (USP).
For example, when we delivered the key messages for this particular brand, we knew their USP was selling products with additional features and settings that their competition didn’t have. These additional settings included a UV steriliser that didn’t require water.
What unique transformation does this offer?
Purchasing this product means:
- not having to worry about burning down the house when you leave
- making the stressful journey of raising a child just a little bit easier
We knew the target audience was new parents or expecting parents who understood (or expected) raising a child to be stressful. Then, we positioned the product to solve the problem of being stressed.
So, we created the headline: ‘We create a life of ease for busy, stressed-out parents looking for smart, time-saving baby products.’
We thought about the product’s positive impact on the customer’s life.
If you’re still struggling to determine your target audience and the transformation your product delivers, download our FREE Target Audience Profile Guide and Template to see the EXACT formula we use to identify a brand’s transformation.
Rather the experts take care of it?
Learn how you can work with one of our Marketing Strategists to complete your Target Audience profiling and identify your Brand’s Transformation by clicking here.
