1. Who Are You?
Why should I care? We need to capture the attention of people in this busy world.
Why do we exist?
Our company exists because we want to make a change for the better. The question is, who do we want to change?
We can't change everyone. Not everyone will like us. But we can target a specific kind of person with certain beliefs and worldviews.
We can show up for them. We can care about them and want to see them succeed and grow.
Do it like apple
One great example of a company that does this is Apple.
Their think different ads and most recently their MacBook Pro ads targeted to people who want to make greatness.
Apple is for people who want to make an impact. When we use their product we feel empowered to make a change. To think different.
How to do it yourself
Now let's define our own target audience, focusing on their worldview(their beliefs, how they see the world). Not their demographics.
1. Who is it for?
Ex: Creators (Creators of anything, businesses, art, movements, etc.)
2. What really matters to them?
Ex: Making an impact
3. What do they believe?
Ex: They can change the world
4. What excites them?
Ex: Powerful tools that help them in their creative process and good design.
5. What worries them?
Ex: Unreliable tools that interfere with their workflow and privacy concerns.
6. What do they desire?
Ex: Make greatness, amaze, and make an impact.
Awesome! These questions will help you target the right people with your marketing efforts. You'll have a better understanding of your customer when it comes to making decisions in product design. Soon we'll define specific personas so we can have a better picture of specific people we are targeting.
Sources
- This Is Marketing by Seth Godin
- Marketing, A Love Story by Bernadette Jiwa