This month we are talking about the first step you need to take when you want to attract more customer via online marketing: You need a plan.

And that plan starts with knowing your audience.

Most of us, when starting off, have a vague idea who our audience is. But to be successfull you need to have a clear picture of whom your ideal client is, what they identify with and what their likes/dislikes are.

There are 3 steps to getting your audience clear:

  1. A general description
  2. Their egoic label
  3. Persona’s

General description of your audience

So lets start with the general description. A general description of your audience isn’t “people who want to buy my products”. It isn’t actually that general at all…

It is a description of who your ideal client is.

So how do you get to that description? Think of the client you would want most. Write down everything you can think of.

Is it a he or a she? How old? What kind of family do they have? What are their hobbies and interests? Who are their friends? What do they talk about? What are their beliefs? What are their fears? Who do they trust?

You might have written down some characteristics right now that clash or aren’t important for your business. So what do all of your customers have in common? Which are most important? This makes up your general description of your audience.

Their egoic label

Everyone has multiple egoic labels. Labels they identify with, labels that they feel are all about them. When you write with your audience in mind you want to make sure they feel “Hey, he is talking to me!””This is all about me!”. Using the right egoic label will help.

When searching for the right egoic label for your clients remember that some labels are stronger than others. “Mum” for instance is a strong egoic label. You either are one or you aren’t. “change agents” might get people confused. Am I one? What does it mean? Do I really feel comfortable in that role?

So think which egoic labels might suit your clients and pick the strongest. If you are not sure you might test it out on some of your current clients or friends that are ideal clients.


While there is a big overlap in your audience there might also be a small difference. Your customers might be all women that love to craft, but some are young and love to craft in the bit of free time they have in the evenings, while some are a bit older, mum of 2 and craft with their kids and the last group are elderly women that want to stay active, craft in groups during daytime. While the overall description and egoic label will fit them all, you still want to define the differences between them. That is where persona’s come in.

You make a specific person for everyone of those groups.

You give them a name, an age, a place to live. You write down what they read, listen to, watch. You write down who they are friends with, how they communicate, etc. And all this info you can use when talking to them. You will be able to get in their heads so they don’t feel like you are talking to everyone in the world, except them. No, they will feel like you are talking to just them, noone else, and they will feel special because of it.

Do you have your audience clear?