Writing down your audience

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Okay, it’s all well and good to have thought about your audience, but it isn’t going to do you an awful lot of good unless you get out that master piece of paper called Positioning Statement and write it down. (If you haven’t done it yet, you can download a pdf of the Brand Theme Template.

In words, your description of your audience can be anything you like, but as a guidance, I would say take three things from the demographics you looked at an three things from the psychographics you looked at. Or you could well have different psychographic categories than the ones I used, they were only examples.   The demographics, though, are pretty standard across all marketing, so probably useful.

People who work in marketing all the time have sentences that say “for females, 18-24 with college + education…” but there’s no need for that. You can just put your demographics into words, like:

“young people who live in a city” or “retired widowers who are struggling with money”

For the psychographics part, it’s useful to put in three things they like, from three different categories, like foods, cars, transportation, recreation.

“who like yoga, romantic comedies and smoothies”

I know, it does sound a bit like a dating profile, but that’s not really so far off. You are describing your ideal date who is going to come to your show or listen to you on the earbuds during  their long walks on the beach.

But you can see how it starts to paint a picture. The yoga rom-com smoothie person is obviously (or at least probably) different from “likes Harleys, beer and tattoos”. It could well be that they actually both love tattoos, but I’m thinking the actual design will be different.

At any rate, remember why you want to do this. You want to have a positioning statement and brand strategy that you can look at and say, ‘yes, those people that I think and hope will buy my music will understand this message or photo or twitter post.’

I will repeat this part again – this doesn’t mean you have to think about them when you are writing your songs. This is about selling your songs, not writing them.

ANyway, get out your paper, write down three demographic traits and three psychographic traits of your ideal super fan, and let’s see how it fits into your positioning statement.

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