Marketing and communication
Building an audience profile
Knowing who you're writing for improves all your communication. An audience profile based on real customers, with AI helping you organise it.
5 min read
If you write for everyone, you reach no one. An audience profile describes your typical customer: who they are, what's on their mind and how they decide. It improves every text, post and quote. And it gives your AI tool better context.
Start with real customers
You don't make a profile up. Look at your best customers from the past two years. For each, note:
- What kind of business or person they are.
- Why they came to you.
- Their questions and doubts.
- How they decided and who else was involved.
- What they valued most afterwards.
Remove names and let the AI look for patterns.
What goes into a profile
- Who: role, type of business or situation, region.
- What they want to achieve.
- What gets in their way.
- What holds them back from buying: price, time, uncertainty.
- Where they look for information.
- The words they use themselves.
Make no more than two or three. More profiles rarely get used.
How to use it
- Put the profile into your AI tool's standing instructions for marketing and sales.
- State in each request which profile the text is for.
- Review your texts with the question: would this person understand this and find it important?
Watch out for
- No stereotypes. Base it on what you actually see, not on assumptions.
- Keep it current. Customers change. Review the profile every year.
Pause and reflect
Your answers stay only in this browser.
Prompt to copy
Below are descriptions of our best customers, without names. Look for patterns and create no more than two audience profiles with: who, what they want to achieve, what gets in their way, what holds them back from buying, where they look for information and the words they use. Base it only on the descriptions and flag what you're inferring rather than reading.
[paste the descriptions]
