book.chapter Identify your audience

Marketing success hinges on a deep understanding of customers and the value they seek. Instead of casting a wide net, sustainable marketing zeroes in on a specific group—your tribe—who deeply connect with your brand's promise and whom you can serve exceptionally well. Seth Godin, a marketing luminary, posits that customers don't just buy products for their features; they seek the emotional benefits these products bring, such as status, belonging, or satisfaction. The product is merely a vehicle to achieve these underlying desires. Marketers, therefore, should prioritize identifying the core emotional needs of their customers and then align their products to meet these needs. Godin suggests marketers ask themselves three critical questions: Who's it for? What's it for? What change will I help them make? By defining the target customer and their needs, every aspect of the business, from messaging to product development, can be tailored accordingly. A compelling brand promise should resonate emotionally, much like Apple's "Think Different" campaign, which promised self-expression and nonconformity. The strategy of targeting the smallest viable audience, or an initial tribe that loves your brand, allows for a refined customer experience. This focus can lead to growth as the tribe attracts like-minded individuals. In contrast, mass marketing often results in a mediocre product that tries to be everything to everyone. A niche approach can spark organic expansion. Your tribe will likely share common worldviews, including biases, assumptions, and preferences. These shape their perception of the world. By identifying and overlapping these worldviews, you can create messages and experiences tailored to them. It's crucial to acknowledge who you're not targeting, even if it means alienating some. You can't—and shouldn't—try to please everyone. As your brand grows, you may reach beyond your original niche, but it's vital to keep a laser focus on your primary tribe to avoid becoming generic. Brands like Starbucks and Dunkin' succeed by targeting different market segments with clarity. Godin encourages viewing customers as students rather than prospects. Seek out those open to learning what you have to offer and focus on what they will gain from engaging with your brand. This educational approach emphasizes ongoing relationships over one-time sales, guiding customers on a journey that meets their changing needs. In today's media-saturated environment, traditional marketing tactics are less effective. Consumers are bombarded with choices and have limited attention spans. Therefore, creating remarkable experiences that capture their attention is essential. Provide your tribe with a sense of belonging, compelling stories, and interactions that meet them where they are. If you address their pressing problems and forge an emotional bond, loyalty will follow, regardless of price. A genuine connection comes from a mission that transcends profits. Consider why your brand exists and the change it aims to effect in the world. When your purpose meets customer needs, marketing transcends gimmicks and becomes a tool for genuine engagement. Marketing should permeate every aspect of your business. Immerse yourself in your tribe's world, incorporate their feedback into product design, and let their challenges inform decisions across departments. Share their stories and create participatory experiences. Focus on their journey, not just your products. Strive for a culture that prioritizes customer outcomes over internal metrics. Understand the emotions your customers are chasing and how you can enhance their status or provide peace of mind. By addressing both fundamental human and functional needs, you'll cultivate passionate advocates. In a world of niche communities, identifying and serving your "smallest viable market" is key. Cater to their needs, share stories that resonate with their beliefs, and be clear about who you're not for. Growth comes naturally when you deliver exceptional value to the right people.