The One Mistake You’re Making in Your Product Business
I work with A LOT of product businesses. In fact, I’ve worked with 150 this year alone!
And even today in a world full of branding and marketing info, there’s one mistake I still see product businesses owners make all the time.
These wonderful people love their products so much that they think everyone should have them! So in other words, they haven’t targeted an ideal audience. And the reality of trying to talk to EVERYONE is that you really end up talking to NO ONE. This lack of audience focus keeps product businesses from reaching their full potential and hurts them with their business photography, too. So if you’re a product business owner in this predicament, let’s figure out who those people are that will want to buy everything you make.
First, let’s look at the example of Target. The entire store is set up for Target’s ideal audience: moms who have an interest in beautifying their homes and lives. Think about it for a minute. The spot section has quick crafts for kids and things to spruce up a home for particular holidays. Each detail in the Magnolia and kitchen sections are tailored to what’s on trend at the moment and what will be showing up from designers in home images online and in magazines. A mom can grab a coffee at Starbucks and an inexpensive toy to keep her child happy in the shopping cart, then pick out some cute things for her home, an outfit for her upcoming family photos, and shoes for the kids. EVERYTHING is laid out to flow for what a mom is showing up at Target to do.
You need to think about your audience in the same way Target does. If you don’t know who you are selling to and where your products are used the most, you won’t know what details to emphasize and what props to use in your photoshoots. But if you’re speaking to particular people and you’ve taken the time to dive into what those people love, it becomes easy to highlight the right things from your brand that will make sense to those people and help them immediately resonate with what you offer and how it can solve problems in their lives.
So hopefully by now I’ve convinced you that you need to do your research to find out more about your ideal audience. But how can you do that? Market research doesn’t have to be intense questions. It can be fun! For example, you can go on Instagram and ask survey questions. (We all love to scroll through Stories and answer those, right?!) You can ask the people who follow you what they like, what trends they are enjoying this season, what colors make them happy, etc. Another way to find out this kind of info is to do an official survey with a giveaway of some kind. In exchange for a few minutes of your audience members’ time in answering questions, they could be entered into a drawing for one of your products. But however you choose to do your market research, keep track of the answers you get. And then guess what you’ll put in your next product photoshoot??? After your research, you’ll know exactly what will capture your ideal audience’s attention.
This holiday season, make sure you know WHO you’re talking to so you can maximize your results. And if you’d like some help coming up with your holiday images and copy, don’t forget to check out the Creating Your Content Kit for Fall 2019 that I put together with my bestie, Natalie of Beau and Arrow Media. It’s got my suggestions for shot lists, props, backgrounds, color palettes, and more so your photos can be on point. And Natalie’s portion of the kit will show you how to write successful copy through knowledge about what to keep in mind for the different holidays and plug-and-play content formulas you can customize for your business.
For the next few weeks, you’ll also receive my Lightroom presets product for FREE with your Content Kit purchase so you can use my proven photo editing style with all of those great holiday photos you’ll be taking. Grab this kit soon so you get this freebie and so Natalie and I can take some of the pressure off of your holiday marketing list!
And here’s the resource list I mentioned in the podcast episode.
Figuring Out Your Ideal Audience:
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