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A freelance career in the creative arts
A freelance career in the creative arts

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4 Narrowing my target audience

Your target audience are the people who will ‘consume’ your product or service. They may or may not be buying directly from you, but you need to ensure that your product or service is attractive to them. Identifying your target audience will ultimately help you to promote your creative business offer more effectively.

The backs of people in a crowd with their hands in the air.

Narrowing your audience is important because targeting an audience that is too broad will often lead to generic marketing messages that don’t resonate with any particular group. A narrower audience should lead to a higher response rate.

Different marketing techniques can be used to narrow down your audience and next you’ll learn about two key approaches: audience segmentation and visualising an individual.