Do you know the secret behind every successful piece of advertising, media or entertainment?
Here it comes.
It is always, ALWAYS designed to be SPEAKING DIRECTLY TO SOMEONE SPECIFIC.
Whether that’s conscious or unconscious, it doesn’t really matter.
Some lucky people do it unconsciously via their close connection to their audience, others have to learn it some other way.
Take the very long-playing, very popular car TV show Top Gear:
If you don’t want to watch the whole clip, I’ll cherry pick the important bit from it for you.
The show’s leading host Jeremy Clarkson says he always thinks of his mother when designing his bits – someone who knows absolutely nothing about cars or technology or anything of the sort.
This is very, very important.
The result is a remarkably down-to-earth tone, appealing to a very broad segment of the audience.
Speaking to the core audience (mainstream, normal person) without alienating those with a deeper interest.
It makes for a very focused, very particular experience people can relate to.
The important thing is to HAVE a Customer Avatar in mind when you create advertising, media or any kind of content. Then the act of creation will flow from a place of connection to the audience, and you will almost magically end up with compelling content. I dare you to try it!