The Boss of You

Tara Hunt has an excel­lent blog post on how to fig­ure out who your key audi­ence is… well worth a read.

Time and time again, I’ve sat down with clients to dis­cuss who they are build­ing for. 9 times out of 10 the answer is: Every­one [or some form of ‘Every­one’, rat­tling off 5 mar­kets that include everyone]

Even Wal-Mart, a depart­ment store that osten­si­bly car­ries every­thing has a spe­cific audi­ence has a spe­cific audi­ence […] [A]n exec­u­tive from Wal-Mart recently told an audi­ence that Wal-Mart serves those who live from pay­check to pay­check; oth­ers are invited to shop at Wal-Mart and may be sat­is­fied in doing so, but Wal-Mart is focused on serv­ing those who are strug­gling to get by.

I couldn’t agree more with Tara; we see the same prob­lem with our clients, and I think it can be one of the tough­est things to eval­u­ate about your own busi­ness, espe­cially when it’s service-based (rather than product-based). Nev­er­the­less, you’ll never develop killer mar­ket­ing with­out zon­ing in on who you want your core audi­ence to be. Tara’s tips can help.