Ask, Question, Find out, and Cut out
1: Ask your client
If they say “everyone”, give them a Brian o’Conan.
Otherwise, you have a list of people types to deal with…and that’s a good thing.
Source: World of Tanks
2: Question if this List is really your target audience?
With any luck, this list should at least segment “everyone” into discrete categories. E.g. Parents, Employees, Tradespeople, Media.
More likely not. So… that leaves you with the enviable task of creating categories that describe groups of people.
Why? Catering to more than 12 audience types will fry your brain like it’s on drugs. It’s just too much to handle!
Source: Elite Women
3: Find Out What the hell do these categories want?
Do the research – Google, ask people, use experiences etc. It might be difficult because it’s a pain in the ass to get info to describe these categories or it might just be that you’re not typing in the right keyword.
E.g. Category: tradespeople. Googled: “trades fair”, “What trades participants want”, “purpose of trade shows”, “trade show benefits” etc
Instead of hoping and praying to Page that there’s a webpage that describes tradespeople’s characteristics, I looked for things around it – what they did, the reasons why they go to tradeshows and why tradeshows exist.
From that little bit of research (2 to 3 hours?), tada… I now know what tradespeople want.
Source: Nerds of Colour (the connection with Step 3 — John Constantine’s been to Hell and back )
4: Cut Out irrelevant wants
Now every category will probably have a list of wants as long as Cuthulu’s tentacles.
Pick the top 5 wants that your client can answer.
And now you know Who the F** are Your Target Audience