Demographics
FINDING OUR PEOPLE
FINDING OUR PEOPLE
FINDING OUR PEOPLE
What group of people do we understand well enough to enhance the lives of?
What kind of lives were our products meant to fit into? What are the unifying traits and values of these people?
Anything I do starts with these questions. Not only does this set the foundation for our marketing strategy, but it also serves as a great double-check of our product development strategy. If marketing strategy isn't built for the product's intended user, we set ourselves up for a disappointed buyer.
What group of people do we understand well enough to enhance the lives of?
What kind of lives were our products meant to fit into? What are the unifying traits and values of these people?
Anything I do starts with these questions. Not only does this set the foundation for our marketing strategy, but it also serves as a great double-check of our product development strategy. If marketing strategy isn't built for the product's intended user, we set ourselves up for a disappointed buyer.
What group of people do we understand well enough to enhance the lives of?
What kind of lives were our products meant to fit into? What are the unifying traits and values of these people?
Anything I do starts with these questions. Not only does this set the foundation for our marketing strategy, but it also serves as a great double-check of our product development strategy. If marketing strategy isn't built for the product's intended user, we set ourselves up for a disappointed buyer.
Messaging
What to say?
What thoughts, feelings, impressions and information do we aim to leave with our audience? How would their best friend word it to them? A trusted mentor? A respected colleague?
Defining & refining what we want to say (literal words, as well as implied messages through visuals), and saying it in a way that feels natural and organically received makes all the difference. Be concise, and speak like a good listener. Don't try to say everything all at once. Pick a focus for every piece of contact you make. There's always a way to be listened to, rather than forcing attention.
Psychographics
WHY DO THEY BUY?
WHY DO THEY BUY?
WHY DO THEY BUY?
What are their needs? What are their goals? What do they do when they first wake up in the morning? How often do they cook from home? What do their social media feeds look like? When did they last upgrade their phone? New shoes every month or every decade? Do they like to be perceived as frivolous or thrifty?
This is the stage where I fell in love with data. These questions (and dozens more) help turn a vague category of people into tangible, real humans, and differentiate them from other groups who may have previously seemed the same. Good psychographics allow us to "look them in the eyes" as we talk to them.
The Funnel
meet them where they are
Where are our people organically seeking info, entertainment, and education? Do they prefer it in the form of an infographic, article, video, or TikTok? When are they consuming what?
As close as we can blend our message with the content formats they actually want to consume, the more likely they are to hear us out. If its our first contact with them, we may need to place our message differently than the 3rd, 4th, or 10th follow up. We'll craft a flowing journey for them to get to know us, and the courtship can bloom from there.
Messaging
WHAT TO SAY?
WHAT TO SAY?
What thoughts, feelings, impressions and information do we aim to leave with our audience? How would their best friend word it to them? A trusted mentor? A respected colleague?
Defining & refining what we want to say (literal words, as well as implied messages through visuals), and saying it in a way that feels natural and organically received makes all the difference. Be concise, and speak like a good listener. Don't try to say everything all at once. Pick a focus for every piece of contact you make. There's always a way to be listened to, rather than forcing attention.
The Funnel
MEET THEM WHERE THEY ARE
MEET THEM WHERE THEY ARE
Where are our people organically seeking info, entertainment, and education? Do they prefer it in the form of an infographic, article, video, or TikTok?
As close as we can blend our message with the content formats they actually want to consume, the more likely they are to hear us out. If its our first contact with them, we may need to place our message differently than the 3rd, 4th, or 10th follow up. We'll craft a flowing journey for them to get to know us, and the courtship can bloom from there.
Where are our people organically seeking info, entertainment, and education? Do they prefer it in the form of an infographic, article, video, or TikTok? When are they consuming what?
As close as we can blend our message with the content formats they actually want to consume, the more likely they are to hear us out. If its our first contact with them, we may need to place our message differently than the 3rd, 4th, or 10th follow up. We'll craft a flowing journey for them to get to know us, and the courtship can bloom from there.