Who is it for?
Eminem is the best-selling rapper of all time. But, and it’s a big but, Eminem is not for everyone. In fact, I don’t know too many people who listen to Eminem on a regular basis. But if Eminem is for you, I’m willing to bet a dollar that you’ve heard every Eminem album at least once. That’s the power of specificity.
During my agency days, I would ask clients the same question during onboarding. Who is this for? If the answer was “everyone” I knew we were in trouble.
Look, I get it. You believe in your product. You want to change the world, and you want everyone to experience what you have to offer. While all of that may be true, it has nothing to do with your ability to be effective.
If your thing is for everyone, then it’s for no one. A product that is for everyone is not a very good product. We have to be more specific than that, if we’re going to resonate.
A message with a clear, specific persona in mind is more likely to get attention quickly from the right audience.
When you clarify your audience, you gain 3 key advantages:
You can clearly express the benefits of your brand
Your customers can see themselves in the story
Your community will tell others who are just like them, helping you spread the gospel
How to clarify your audience
Begin with the end in mind
Create a hyper-realistic persona
Visualize your persona every time you communicate with your audience