If you've done any kind of marketing research at all, you've probably heard this phrase a million times - 'get to know your audience.'

It's like a broken record, you're probably fed up with hearing this generic bit of marketing advice.

You want a secret solution, simple trick or quick tactic to help you figure out this mysterious ‘audience’.

Somebody somewhere just must have the secret to getting to know your audience?

Well, fear not because I do…

Except well I don’t, wait, I swear this isn't clickbait.

I don't have the secret because there is no secret. Yes, some marketers have access to large databases, but the majority of marketers and brand builders use a mixture of approaches to learn about their audience. Whilst there isn’t a quick fix or a website that will do it all for you. You’ll be pleased to learn that getting to know your audience is much easier than you think.

But I already know my audience…

'They’re about 30-40 years old, they're men, they like spending time with their friends' blah blah blah, that’s boring…

This is not knowing your audience. Knowing your audience is about digging down into the essence of what makes them tick. What are their deepest fears and biggest desires? Your marketing and branding should revolve around helping your customer solve their problems, avoid their fears, and achieve their desires.

Let’s use my friend Garry as an example. Garry just went to IKEA to buy a screwdriver so he could put together a play shed for his kids.

Tell me, from this, what does Garry want?

• Does Garry want a screwdriver? Yes, but also no.

If we go deeper, can we understand Garry's core fears and desires and use this to market to him?

• Garry doesn't want a screwdriver

• He wants the result the screwdriver will bring

• The result the screwdriver will bring is putting up the playhouse.

What result will putting up the playhouse bring?

• His children will be able to play in it, making them happy.

• His partner will be happy that the children are occupied.

• He will feel admired by his children and partner.

So what does Garry want? A screwdriver or admiration from his family?

Yeah yeah, it might sound far-fetched, but it's true; nobody really wants a screwdriver.

Do you think that people who buy Rolexes buy them to tell the time? No.

If we apply the framework of 'problem v solution' or 'fear v desire' to the narratives we create then we can better target and attract the right audience.

To do this, we must first understand our audience.

6 Simple Steps to Defining your Audience.

1. Analyse your current audience

   • Start by examining who is already buying from you.

   • Look into their social media profiles to learn more about them. Notice any trends.

   • Do they have certain preferences? What music do they like, what coffee do they like? What restaurants do they go to?

   • Pay attention to the posts they engage with and identify any influencers or businesses they follow.

   • Note down all of these observations.

   • If possible, conduct focus groups or polls on social media, and engage with returning customers directly.

   • Gather as much data as you can and analyse it to identify trends.

1. Define the demographics of your ideal audience

   • This is the straightforward (and boring) part. Demographics include factors such as age, gender, location, and occupation.

   • Determine the demographic characteristics of your ideal audience based on your product, your current audience, and where you would like your product to fit in the market.

1. Define their psychographics of your ideal audience:

   • Psychographics are slightly more complex to decipher and may require reading between the lines.

   • Psychographic information encompasses aspects like values, lifestyle, interests, and behaviour.

   • Employ tools like Google Analytics, social media insights, and review sites to understand the psychographics of your audience.

1. List you audiences fears and desires

   • Try to list out any problems they may have in their life, especially ones your product can provide solutions to.

   • Try to figure out what they're core desire and fear is based on this problem.

   • Do they want to feel socially accepted, spiritually connected, part of a tribe? The desires and fears people have are usually related to very basic survival instincts.

   • Don’t overcomplicate it.

1. Create your audience profiles:

   • Use this information to put together a complete profile of everything you’ve discovered. Add an image if you like. This will help you better visualise who your audience is and who our brand needs to talk to.

   • You may have multiple audience profiles, which can be useful for audience segmentation in your marketing efforts.

   • If you're just starting out, I’d recommend beginning with one profile.

1. Continuously refine and gather feedback:

   • Remember that this isn't a one-and-done situation.

   • Your audience will evolve as your business evolves.

   • Continuously seek feedback and stay attuned to their changing preferences and needs.

   • Stay updated on trends and engage with those that interest your audience or are relevant to their lives.

By following these steps, you'll gain a better understanding of your audience, which will enable you to tailor your brand and marketing strategies more effectively, saving you time and money.

You have to do the research and put the time in. More importantly you have to continually refine and review the audience. There's no quick fix to learning everything about a group of people. Your best friend became your best friend through continued shared experiences and continuous learning about each other.

You should see your audience in the same way; you need to get to know them like a best friend, and that takes time, so you'd better start now.