Identifying Your Target Audience

Quick reference

• 00:04 Identifying your target audience before starting to write your
• 00:08 press release is quite useful.
• 00:10 In fact, it's crucial.
• 00:12 While crafting each and every word of your press release,
• 00:16 you need to have it clear in mind who the editors and the journalists are that
• 00:20 will be publishing, as well as who would be the customers and the readers
• 00:26 because this will actually ensure that it's gonna be relevant to them.
• 00:29 Now let's look at narrowing down our target audience.
• 00:34 Seth Godin wrote that, if your target audience is not listening,
• 00:37 it's not their fault, it's yours.
• 00:40 Now, this quote really shows the challenge of being relevant to your target audience.
• 00:45 Now to help you with this, you can ask yourself a couple of questions.
• 00:49 For example, who needs and want my product, or
• 00:53 why is my piece of news relevant to them?
• 00:57 And then, how can I make my piece of news of interest to them?
• 01:01 And then, what is it that they want to hear?
• 01:06 So let's consider an actual example of this.
• 01:09 You need to write a press release about the interior design software
• 01:14 that your company has just developed.
• 01:15 And it's taken about 18 months to perfect the software, but
• 01:20 now it's ready to launch.
• 01:22 So your press release needs to be aimed at people who are interested
• 01:25 in interior design.
• 01:27 So, professionals in the field and magazines or
• 01:30 publishers that will cover interior design in their publications in their blogs.
• 01:35 If you send this press release to people who cover sports equipment or
• 01:40 home maintenance, then the press release will be irrelevant and
• 01:44 therefore actually, it will be useless to send it.
• 01:48 So who should we contact in this case?
• 01:50 We're gonna ask ourselves who might be interested in our new software.
• 01:55 Now say take the time to find out which publishers, which editors, and
• 01:59 which journalists will cover our line of expertise.
• 02:03 And in this case those who also specialized in interior design.
• 02:07 We're gonna target students who are studying interior design,
• 02:11 we're going to look at professional interior designers,
• 02:14 and we're gonna also look at interior design companies.
• 02:18 And you should also check the audience of your competitor through little bit of
• 02:22 competitor research, and this approach is going to allow us to successfully identify
• 02:28 the target audience, thereby increasing the success of our press release.
• 02:32 Now fortunately today there are some digital tools, for
• 02:36 example the Google AdWords display network,
• 02:39 that can provide us with a wealth of information.

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