Do you actually know your customers... or do you just *think* you do?

Don't make assumptions about your audience without research.

In the Disney film Sing (2016), Ash is a teenage porcupine (of course) who likes rock music and wearing black clothing.

Buster Moon, the singing competition organiser/koala suggests that Ash should sing a pop song and wear a dress because he assumes that that's what teenage girls like.

He shows her a pink tutu and she asks if he's got anything in black, to which he replies: 'Black? What, you want everyone to think you're going to a funeral? You think you're some kind of artsy-fartsy type? No, no, no, no, no.'

He then finds a fluffy purple dress and says 'Bingo! Pop star princess.'

*He then plays Call Me Maybe* 

Buster: You're a female and you're a teenager. This song was made for you!

Ash: *sarcastically*: Wow, it's like you can see inside my tiny teenage mind.

Frustrated, Ash breaks down on stage while she attempts to sing the song she doesn't like... while wearing a dress she hates...

This is how your customers feel when you make assumptions about them without research. You need to find out who your audience is so you can speak to them specifically and connect with them. Otherwise, they'll think that because you don't know them, you won't be able to help them.

Potential sale = gone ❌

If Buster Moon had done some research and given Ash an all-black outfit and a rock song to play, she'd have been over the moon.

So, what do you know about your audience? 

~ Natasha
(Your favourite creative copywriter) ✨