Experience Files

Marketing Smarter: Why Your Target Audience Isn't You

It's a fundamental marketing principle, yet one often overlooked: know your target audience and tailor your message specifically for them. The hard truth is, you are likely not the target demographic your marketing and branding should appeal to. Your interests, preferences, and priorities are probably vastly different from those of your intended clients.

Think deeply about who your ideal client is. In many service industries, particularly restoration, your primary client is often a female homeowner between 35 and 65 years old. Now, consider her interests. How different are they from your own? Does your company name or branding use harsh, aggressive, or overly technical language to convey its message?

The moral of the story is simple: curb your personal opinion and prioritize the perspective of your intended client's demographic.

Your ideal client generally doesn't care how big the truck-mounted unit in your vehicle is, or how many XXL dehumidifiers you own, or their PPD removal capacity. They aren't impressed by how many CFM your fans blow. You care about these technical specifications because you're in the industry, and manufacturers rightly use this information to target you.

Your client, however, cares about peace of mind, reliability, trustworthiness, clear communication, and a smooth restoration process. Frame your messaging around these benefits, not the technical jargon that appeals to you.