The founder of Justin’s Peanut Butter was once asked at a talk why he started with creamy peanut butter instead of crunchy. His answer was simple; In tests Justin’s had run, they found consumers who favored crunchy peanut butter would still eat creamy, but the creamy folks wanted nothing to do with crunchy peanut butter.
By launching the brand with creamy peanut butter, Justin’s could reach both audiences and then expand later on. If he’d started with crunchy, the brand would’ve gotten crushed.
So, what does this mean? It’s easy to communicate with, and craft messaging for smaller, well-defined groups. To expand outward and upward from your core audience, do so in a way that does not alienate secondary and tertiary targets.
Remember, a small audience exists inside a potentially large audience. A young female copywriter in DC is a subset of women who work in marketing just as the audience of remote workers contains within it remote workers who have kids.
This is easier said than done. You need to know who your core audience is and what they want. It takes research and discovery, plenty of brand strategy, and marketing with the right message.
Wondering where to start? Read our case study to learn how audience personas helped the American Welding Society (AWS) better engage specific members with personalized marketing and communications outreach.