Chapter 9: What is Target Audience? — Beyond Demographics

1. The Trap of “Everyone is my Customer”

This thought is the #1 killer of marketing budgets. In online marketing, every person you reach costs money. If you split your budget among 100 people and only 1 actually needs your product, you’ve wasted 99% of your money.

2. Demographics vs. Psychographics

• Demographics: 25-35, Female, lives in London.
• Psychographics: Stressed, looking for ways to save time, values eco-friendly packaging. Two 30-year-old women in London can have completely different buying logics. One might be a cost-conscious new mom; the other, a high-flying professional seeking luxury.

3. Brand in Action: Starbucks and the “Third Space”

Starbucks doesn’t just sell “coffee”; it sells an experience for specific scenarios:

1. 8 AM Commuter: Needs caffeine, needs it fast. Focus: App ordering, speed.
2. 2 PM Freelancer: Needs a desk, Wi-Fi, and a professional environment. Focus: Atmosphere, seating.
3. Weekend Socializer: Needs a trendy, photogenic drink. Focus: Limited editions, aesthetics.

4. The Golden Rule: Find your “Pain Users”

In the early stages, look for the 5% who are suffering:

• They lose sleep over a problem.
• They are actively searching for a solution.
• They are less price-sensitive because the pain is real.

Next Chapter: Chapter 10: Audience Layering. Learning to “speak to different people differently.” Cold, Warm, and Hot audiences.