FunnelGym

Target Audience and Value Proposition

5 workouts · 29 minutes · in 8 programs

No ad works until you know who you are selling to: personas, segmentation and a clear value proposition.

Ask someone new to marketing who the customer is and you hear “anyone who needs it”. Ask the same question of a media buyer and you hear an age range, a moment in the day and a sentence that person would actually say out loud. This module closes that gap: reading the language real customers use, splitting an audience into groups that deserve different messages, and writing a value proposition that survives the question “so what do I get?”. Everything you target, write and test later in the funnel starts here.

The workouts in this module

  1. 01 / 5 min

    Selling to "everyone" sells to no one

    By the end of this workout, you'll be able to define a concrete target audience instead of “everyone” and explain why a narrow audience sells more on a small budget.

  2. 02 / 6 min

    Personas: picture one real person

    By the end of this workout, you'll be able to build a data-based persona card and turn it directly into an ad message.

  3. 03 / 6 min

    Listening to customers: reviews, surveys and search data

    By the end of this workout, you'll be able to pull insights from reviews, surveys, and search data, and turn them into ad messages and product decisions.

  4. 04 / 6 min

    Segmentation: splitting your audience into useful groups

    By the end of this workout, you'll be able to split your audience into segments using four basic criteria, calculate a segment's size and value, and decide which one to focus on.

  5. 05 / 6 min

    Value proposition: why should they choose you?

    By the end of this workout, you'll be able to tell a weak value proposition from a strong one and write a one-sentence value proposition for your own brand that has proof and stands apart from competitors.

The project: Write two personas and a value proposition

Start from the customer reviews of a fictional local brand. Build two different personas and write a one-sentence value proposition for each.

What you hand in: Two persona cards, plus a value proposition for each persona backed by three pieces of evidence.

How the project is judged

Evidence
Personas are built from the review data, not invented traits.
Distinctness
The two personas are different enough to need different messaging.
Value proposition
Each one is a single sentence, benefit-led and specific to that persona.
Usability
A media buyer could set up targeting and copy from this document alone.

Programs that include this module

All programs

See plansTry the free first workout