You’ve probably heard the idiom “cast your net wide.” Well, when crafting an explainer video, a focused net is better. You might have the highest caliber product or service in the universe, but it will not appeal to everyone, sorry. The good news? It will appeal to someone. Your job is to find those people.
When you try to appeal to everyone, your message loses its impact and often ends up appealing to no one.
The tighter you can narrow your audience, the better chance you have of crafting a message that will resonate with them. But how do you determine the target audience for your video?
Let’s use a simple example to show how we can narrow the audience. Let’s say you’re marketing Ferrrari’s. Your primary audience will not include children. Look! We’ve already shrunk the net. But let’s go further.
An easy way to shrink the net is to ask: What problem does my product or service solve?In our example, it’s getting from point A to point B in style...and quickly! From there you can ask: Who will care most about this solution? In our example, wealthy car buffs will care about this product.
Now dig even deeper: How old is the average car enthusiast? What is the average income of your audience? Which gender should we specifically target? Is this product better for everyday use or special occasions? The deeper you delve into understanding your audience, the richer and more pointed you can make your message.
A wide net may catch more fish, but a targeted net will catch the right fish and increase sales. In the words of the renown business professor, Peter Drucker:
The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
Don’t focus on everyone. Do find the ones.
Now that you know how to target your audience, let's discuss ways you can craft a message that will resonate with your target audience.