How well do you know your target audience?

Too often, product companies combine various types of companies or buyers under a single target audience. The result? Generic messaging covering more features than customer value. I get it—it's not easy. However, doing this work initially will save you time and money in the long run.

The key is to be specific and focused. First, define your Ideal Customer Profile (ICP), then drill deeper into customer personas. Let's go over it together using a fictive product, an AI-powered customer service bot.

First, identify the characteristics of your ICP. What industry is it in? What's its company size? What are its biggest challenges? This clarity helps you tailor your approach and messaging. 

For our AI service bot, the ICP could be "a mid-sized e-commerce company with 100-500 employees. It struggles with high customer support volumes and needs to reduce response times while maintaining quality service."

Next, understand the roles involved in the buying decision. Break them into categories: Economic Buyer, Decision Maker, Influencer, Recommender, Saboteur, and End-User. Each has a unique perspective and influence on the decision-making process. By addressing their specific concerns, you increase your chances of success.

This might be too much for early-stage products or when targeting small businesses. That's why I recommend starting at least with "decision maker" and "end-user." But for our example, we will go through all six types.

1. Economic Buyer: This is the person who controls the budget. They care about the financial impact of your product. For example, the CFO. They are concerned with the cost of handling customer support and the potential savings from automating responses. They want to see a clear ROI.
   
   
2. Decision Maker: This person has the final authority to make the purchase. In this example, The COO. They evaluate whether the AI bot aligns with the company's operational strategies and long-term goals.
   
   
3. Influencer: This person shapes the buying decision. They might not have the final say, but their opinion is highly valued. Example: The Head of Customer Support. They focus on improving response times and ensuring the bot can handle complex customer queries. They need assurance that the AI can integrate with their current CRM.
   
   
4. Recommender: This is the person who identifies the need and suggests solutions. Think of a department manager who realizes your AI solution could solve a specific team's problem. In this example, The Customer Support Manager. They notice the strain on their team and advocate for a solution to handle routine inquiries, suggesting the AI bot as an effective tool.
   
   
5. Saboteur: This is the person who may oppose the purchase. They might see your product as threatening their job or disrupting current workflows. In this case, A veteran customer support agent who is wary of AI taking over tasks they are accustomed to, fearing job displacement or increased complexity.
   
   
6. End-User: These are the people who will use your product daily. Their feedback is crucial as they will ultimately determine the product's success. In our example, Customer support agents. They deal with day-to-day customer inquiries. Their pain points include repetitive questions and a high volume of tickets. They look for an AI bot to handle routine queries, giving them more time for challenging problems.

Crafting a clear target audience profile is more than demographics or titles. It's about understanding their roles, pain, and gains. When you do this, your messaging will resonate, your approach will be more effective, and your product will truly meet their needs.

So, how well do you know your target audience? The better you understand them, the better you can serve them. And that is the key to long-term success.