Empathetic Marketing: How Knowing Your Audience Enhances Their Experience
I know you’re hesitant to define your target audience because you want to help as many people as possible and you don’t want anyone to feel left out or excluded. I completely understand that. But wouldn’t you love to be able to create a deeper, more authentic connection with your clients? In order to do so, you need to know who they are.
The Birthday Analogy
Defining your target audience allows you to help them feel seen, heard, and validated. It’s like giving a personalized gift to someone you want to be friends with.
Imagine you meet someone and you know you want to become friends with this person. Their birthday is coming up and you want to get them a gift. What kind of gift do you get them?
Something generic and safe - like a gift card - that most people would like
Something personalized and unique that makes them feel special
If you’re anything like me, you’d rather get them something unique and personal. Something that shows how much thought and energy you put into picking that gift. Something that shows them you know who they are and you know what they like and don’t like. Something that makes them feel seen and heard. Something that deepens and strengthens the connection between you.
Connecting with your target audience is the same.
Think of your target audience as the person you’re getting the gift for. And the gift - in this scenario - is any and every aspect of your business:
Your branding - logo, fonts, color palettes, etc.
Your offerings - services and products
Your website copy - the words you choose
Your social media posts - how you share information and with whom
Your journey - the story you share with your clients to facilitate a deeper connection
Your mission statement - how you want to impact your community and the world
All of these things are part of your brand and your business, and they should all work together to create a safe and sacred space where your clients and potential clients feel like they truly belong.
What Happens When You Don’t Define Your Target Audience
When you don’t define your target audience, you end up giving everyone safe, generic gifts. Your branding may be pleasing to everyone, but not many people are going to feel pulled to it. Your offerings may be universal, but few people will feel like it was made for them. Your copy, social media posts, and messaging might reach people, but it won’t touch people on a deeper, more emotional level.
In short, when you try to market to everyone, no one is going to feel like you’re speaking directly to them.
And that’s what people are looking for - they want to feel like you’re talking directly to them. They want to feel like someone understands who they are and what they’ve been through. They want to feel connected to the businesses they buy from. They want to know that your business aligns with their values and beliefs. They want to feel seen, heard, and validated.
Creating Genuine Connection with Your Audience
People want to feel a connection to the people and businesses they buy from. In the world of social media and an overwhelming number of ads, people are looking for authenticity. They’re looking for someone to inspire them, motivate them, and connect with them. They’re looking for someone they can trust to help them solve their problem.
When you define your target audience, you’re connecting more authentically with the people who truly want and need your offerings. It’s not about focusing on manipulating people or getting them to buy something from you. It’s about establishing a foundation built on understanding, empathy, and trust.