Spoiler alert, “everyone” is NOT your target audience. I’ll repeat that one more time: You can not be right for everyone. And that’s a beautiful thing! Trust me. 

Think of butter lettuce (bear with me here). I have a lot of picky eaters in my life, and I’ve never heard a single complaint about butter lettuce. It’s not as offensive as the textures of mixed greens, or worse, spinach + kale. I get plenty of complaints over those. And it’s more nutrient dense than an iceberg wedge. All and all, it’s a decent option for a quick salad. But am I excited about it? Rarely. Do I have problem choosing the next best option if it’s not available? None. It’s forgotten by the time I’m browsing for cucumbers.

Butter lettuce is universally accepted but rarely sought out. Don’t let your brand be butter lettuce.

You want your products to be PERFECT for someone, and completely wrong for someone else. You are cilantro. Or avocado. People either love you and can’t get enough, or you’re simply not for them. And that’s okay because that’s how you connect with your people.

These are the people who are first to register for your new course. And they share your blog posts & emails with their inner circle. 

Maybe you haven’t found these people yet, and that’s perfectly okay. By showing up as unapologetically you, and creating a brand you are proud of, you’ll find them. 

Here's a quick exercise to help you identify your target audience: 


Let’s say you’re launching an organic skincare line. Everyone with skin could benefit, sure. But who is gong to be your champion customer? We need to break it down further. 


For our organic skin care line, it makes sense to start with the ingredients. Simply being organic isn’t enough. Do they work best for young skin? Or mature skin? Are they free of common allergens?  

Our organic skincare ingredients create such a healthy glow, you can skip the foundation all together. And it’s fragrance free. Plus, it includes our uniquely crafted chemical free SPF that minimizes UV damage and reduces early signs of aging. Ideally, you start using this product before signs of aging appear, as it’s easier to prevent than reduce existing signs of damage. 


Creating this line isn’t inexpensive. You are sourcing the best quality products available, and packaging them in eco friendly materials, with an innovative design that is equally beautiful + functional.

Our products are for people who are willing to invest in quality, and sustainability is important to them. These won’t be your bottom shelf drugstore products, but they aren’t La Mer either. They are priced similar to high end department store lines, but with more transparent and environmentally friendly ingredients. 


Skincare is traditionally seen as feminine. You think of women with their beauty routine, and because of this, many products are pink and branding leans towards feminine.

No pink tax here! We plan to use warm earth tones on our labels and want them to feel beautiful and luxurious, while not being overly feminine or gendered. Our skin care has no frills, and we feel everyone deserves a healthy and easy to use product for all types of skin needs. 

Now you have a good amount of information. Your product may work for everyone, but it’s ESPECIALLY beneficial for a certain group of people. You can make this as detailed as you want and your product will determine how “niched down” you’ll need to go. For the sake of this exercise, we have enough information to outline our target: 

Affluent people ages 25-40 living in sunny areas who need a daily, allergen free skin care product, preferably produced with environmental friendly, fair trade practices.

Now, that’s something we can work with. When you start to promote your product, you know who you are speaking to. What attributes are important to them. How to make them feel a connection to your brand. They feel seen in your branding. This isn’t to say people outside of this target won’t be drawn to your product. We’re not excluding anyone. But we are presenting an opportunity that fosters connection and long term relationships.

It’s worth noting that this post is intended to be a basic approach to finding your target audience. When we work together one on one, we’ll go significantly deeper into research and testing to determine your in depth target audience profile. 

Next up, how do you brand your business? You know who you’re trying to reach, but how do you catch their attention? Let’s look at color theory and how that affects perception. 

Recommended Posts