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Your target audience is the specific group of people most likely to buy from you and be glad they did. It is not "anyone who needs [Offer]". A target audience has recognizable features: a situation, a location, a budget, a moment when they start looking. For example, "homeowners in [Location] who have just bought a property built before 1980" is a target audience. "People who want their home improved" is not. Why it matters: marketing to everyone means writing copy so general that nobody recognizes themselves in it. When you write for one specific person, that person feels understood — and understood is what makes people get in touch. Where to start: look at your best three customers. What did they have in common when they first contacted you? That overlap is your starting definition. Use the Ideal Customer Profile Worksheet to write it down properly.
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