5: Know Thy Audience


Know Thy Audience

If you don’t know where you are going, you might not ever arrive. Reaching your intended audience requires discipline and planning. This effort is hardest for founders, investors, sales and marketing because it requires giving up on other audiences. You have to let go of the vision of drawing an aspirational audience off the bat, and focus on your authentic and reachable one.

Market segmentation is a critical but straightforward component of any new launch campaign. First, identify the target market. Second, identify the primary and secondary target audiences.

Identifying your true audience can be tricky, but your chances of success, even with limited resources, can increase exponentially if you take the time to do so. All of the launch kings and serial entrepreneurs interviewed for this book talked about clicking emotionally with your audience. You can’t reach your audience if you don’t know who they are.