So I used to think I knew my audience.

Male entrepreneurs, 25-40, struggling with brand strategy.

I was wrong. Dead wrong.

Here's how I found out: Instead of guessing, I started talking to actual customers.

Twenty-minute calls. Simple questions.

"What problem were you trying to solve? What else did you try? Why did you choose us?"

The responses shocked me.

60% were women. Half were over 45. Most weren't entrepreneurs at all.

They were marketing managers at established companies, frustrated with agencies that couldn't deliver results.

My entire messaging was targeting the wrong people. No wonder my marketing felt like pushing a boulder uphill.

Here's the thing about audience research: Most people skip it because it feels boring.

They'd rather jump straight to creating content or running ads. But research is where the gold lives.

One hour of good customer interviews will teach you more than 100 hours of analytics.

The three-persona method works like magic:

  • Interview 10-15 customers. Look for patterns.

  • Group them into three main types based on their motivations, not demographics.

  • Give each persona a name and backstory.

Suddenly, you're not writing to "target audience."

You're writing to Sarah, the overwhelmed marketing director who needs to prove ROI to her CEO. Or Mike, the startup founder who launched without thinking about positioning. Or Jennifer, the consultant who wants to productize her expertise.

Your messaging becomes laser-focused.

Your content hits different because it's talking to actual people.

Your offers solve real problems instead of made-up ones.

Most brands create content for themselves, not their customers.

They assume everyone thinks like they do.

Has the same knowledge they do.

Cares about the same things they do.

Wrong, wrong, and wrong.

Your customers are busy. Distracted. Skeptical. They have 99 problems, and your thing might solve one of them.

Figure out which problem matters most.

Talk about that problem like they talk about it.

Use their words, not your words.

Show you understand their world.

Research isn't optional. It's essential.

Every successful brand knows their people deeply.

Not just what they buy, but why they buy it.

Not just what they say, but what they mean.

Not just what they want, but what they need.

Do the work.

Know your people.

Everything else gets easier.

— Shashank

P.S.

Day 10-15 of Brand Engine Email Cohort is entirely focused on audience research. You'll get interview templates, persona worksheets, and empathy mapping tools.

Plus I'll review your research personally and give feedback.

Reply

or to participate