You know what age range your target audience is. You've thought of their hobbies, genders and income range.
But, have you ever pictured their face or given them a name? Do they have blue or brown eyes? Short hair or long?
Probably not... You're probably thinking I'm crazy. You don't target only brunettes. You don't only create products that a blue-eyed person would value. Of course not!
Your target audience isn't one person they are a group of people that fall into these ranges and they are all different and unique. But, how scary is that. How do you create the perfect product or offer valuable content to that diverse a group of people?
If you've ever been stuck on how to communicate to your audience or struggled to picture them in your mind - this is the one trick that will make all the difference.
Step 1 | List characteristics
Let's start with what you already know. The standard characteristics you've chosen for your target audience, i.e., age, sex, income, hobbies, personality, etc.
If you have yet to define your target audience take a look at your demographics and psychographics.
Your demographics are the measurable traits like age, location, gender, income, education, occupation, ethnicity, etc. Your psychographics are the immeasurable traits like personality, values, hobbies, lifestyle, behavior, etc.
Once you have all of those listed we'll move on to step two.
Step 2 | Specify
Listing the demographics and psychographics is where most people stop when creating their target audience. That's what leaves people yelling into the void hoping something sticks. We aren't going to do that. We're going to dig a little deeper.
Let's get even more specific. Instead of listing age ranges lets pick an age. Instead of listing a general hobby like "sports" let's list a specific sport like football.
Make a specific choice for each demographic and psychographic you listed during step one.
Step 3 | start writing
Now that you've gotten a little more specific let's start writing the biography.
When writing the biography I want you to really flex that creative muscle. Use the information you listed during step two to help you get started and than start visualizing your ideal client to fill in the details.
Remember to write about your ideal client the way you would write about a friend. Don't list bullet points of their height, weight and income. Describe the person with vivid detail.
Write as little or as much as you need to until you are able to visual them in your mind.
Kelly is a 26 year old interior designer with a three year old little boy named Tucker. As an interior designer she loves getting to work with one-on-one with clients with the flexibility to stay at home with Tuck. I swear, she finds inspiration everywhere around her. We'll go to a coffee shop and she's snapping pictures of their interiors - she's crazy!
The way I wrote about Kelly it sounds like I'm describing a close friend of mine, but I'm not. I don't know a Kelly or a Tucker or an interior designer.
This is a little hard for some people to do so take your time and write and rewrite and rewrite again if you need to. Just keep adding details and removing them until you feel a connection to this character. Because once you do that you can easily write a newsletter, blog post or create a product with "Kelly" in mind.
Have you ever written a target audience biography before? What helped you to write it?