Know thy audience!
by Jamie Kiley

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A few weeks ago, I got an interesting letter in the mail. It was a cordial invitation to join the American Association of Retired Persons (AARP). I'm sure a lot of people get such invitations, but there were two things in particular about this letter that caught my eye.

First of all, I noticed that it was addressed to MR. Jamie Kiley. That was problem #1. My name is Jamie Kiley, but I am female, not male.

Problem #2: Considering that membership in the AARP is for people aged 50+, I think I would be slightly out of place if I attempted to join.

After all, I'm only 19.

Once I stopped laughing over the comical nature of this invitation, I realized that the AARP had unwittingly illustrated an important point: It is crucial to know your audience. The AARP's blunder handily reveals two reasons why this is so important:

1. If you don't know your audience, you will accidentally create barriers to winning customers.

At best, you can reduce your credibility a little; at worst, you could inadvertently be downright offensive to your audience.

In my case, the fact that the AARP had my gender wrong didn't bother me. I am quite secure in my femininity. However, I will admit that the mistake makes it a little tough for me to take the organization seriously.

In addition, if I had ever thought that the AARP cares about its members as individuals, this faux pas paints a decidedly different picture. Although I do not expect them to be on a first-name basis with each member, I definitely feel that the organization related to me in a very impersonal manner. I'm not likely to feel a strong bond of loyalty with the AARP any time soon.

2. If you don't know your audience, you'll waste time and money pursuing people who have no real interest in your products or services.

It doesn't matter if the AARP's letter to me was the best sales letter in the world. It doesn't matter if they poured $100,000 into developing the finest materials possible. I simply have no use for their services right now. Expenditures like this, when the audience has very little interest in your products are services, are costly and drain your company's resources.

Other than these two pitfalls associated with NOT knowing your customers, there are key advantages that will come when you DO study your audience.

First of all, the more intimately you know your audience, the more specifically you can speak to their needs. Of course, your website must revolve around meeting the needs of your customers in order to be successful. If you don't know who your customers are, you won't know their needs, so you won't know how to meet those needs.

Studying your audience will give you important insights into what type of people are most likely to buy your products. Then you can plan your website accordingly. These questions can give you a start:

• Is your audience conservative or liberal?
• Male or female?
• Family-oriented?
• Single or married?
• What is their income level?
• Are they entrepreneurs, or do they hold 9-5 jobs?
• Are they buying for themselves or for someone else?

Figure out what your customers' needs are so you can speak directly to those needs through your site's whole design and structure. Even if you can't answer all the questions listed above, try to figure out some ways to learn more about who your customers are and what they care about.

The subtle influences in your site that result from becoming a student of your customers can often make all the difference in the world. It will affect your site's copy, organization, colors, and graphics. Sometimes it will even shape your vision for future products or services.

Another major benefit to knowing your audience is that you can hone in on a narrow niche, which will allow you to be more efficient. It's important to understand that you simply cannot sell everything to everyone.

Think more narrowly.

If you focus on a specific target market, you can save time and resources, because you can address the needs of that specific group and stop worrying about the needs of everyone else. It's far more economical to become specialized in a specific area than it is to try to be the next Amazon.com.

So...know thy audience!

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