How To Capture Your Target Audience

In a day and age where authenticity is becoming less and less distinguishable, myself and many other consumers are much more cautious with where we put our loyalty and trust in a brand. I recently read an article that was published on Entrepeneur.com called, “Think Like a Journalist to Create Compelling Content That Gets Noticed” by Pratik Dholakiya, Founder of The 20 Media, a content marketing agency specializing in content & data-driven SEO and PRmention, a digital PR agency. The overarching message of this article urges copywriters to put themselves behind the minds of their consumers and think about what really resonates with them. In the article, Dholakiya writes, “You need compelling content to engage the audience and persuade them to take intended action(s).” Naturally, this is always the driving force behind any sales pitch. But times are changing in the realm of marketing and advertising. It’s not just about straight-selling or making cold calls anymore. The key to obtaining and retaining successful business is through meaningful relationships.

I remember when I was in college, my Introduction to Marketing professor had always emphasized the difference between B2B (Business to Business) and B2C (Business to Consumer). It wasn’t until I officially entered the profession of sales and advertising that I was finally able to comprehend the true meaning of this. Before, when I was a mindless young consumer with disposable income, I never thought about the hard work and effort that was put into marketing a campaign or product. I just bought things that were popular and well known and never thought twice about it. After being heavily immersed in the field of advertising sales, I can now see the larger picture. For those of you who are not involved in this area of expertise, it’s just like the science of any trade; long periods of strategic planning to ensure ROI (Return on Investment) with business. And when a brand giant meets a creative agency giant, products will be sold, money will be made, and consumers will grow an affinity for that brand.

If you are like my sister, you may immediately shed a tear when you see that heart-warming commercial that reminds you of the first time you ever rode a bike or the day that you first left for college. Creative agencies that touch upon significant memories and draw out these emotions create experiences with their audience. As humans, we seek relatability. We want to know that we are not alone in a certain cause. After all, we all experience the same emotions.

The NBA’s new creative agency recently released a promotional video, honoring Dr. Martin Luther King Jr.’s “I have a dream” speech by showcasing significant milestones in NBA history in regards to breaking down racial barriers. They simultaneously align an audio track of Martin Luther King Jr. reciting his speech in the background while showing clips from specific events. Again, this is a perfect example of marketing that resonates with an audience when a brand giant meets a creative agency giant.

Copywriters, marketers, and advertisers have to dig deeper into the inner-workings of their audience. They have to find that soft spot that immortalizes a commercial through powerful messages.

To capture the attention of your audience, you just need the one key trait that a lot more of us need to work on…and that would be empathy. This is how you win people over. When you understand your audience, you will succeed; Not only in work, but in your personal relationships as well.

(*Versions of this article can also be found on LinkedIn, Medium, and AchorandLeap.com)

When the Miracles Happen

There are moments when you should throw in the towel. Those moments when you just need to call it quits like if you’re terribly miserable at your job or if a relationship just isn’t working. At times like these, it’s okay and perfectly reasonable to give up; those times when you’re compromising your happiness.

But then, there are times when you need to hang in there. There are times when you can’t give up even if life is throwing its worst at you.

2014 is over and a new year has begun. Close your eyes and just reflect on how far you’ve come and how much has changed.

And here we are.

We made it through another year. Of course, it was not effortless.

Looking back on this past year, there were many defining moments that tested my strength, patience, and tolerance for struggle. I can’t say that it was easy, but I can say that it was all worth it.

This past year, I came across a quote which I would call my definition of 2014 and I greatly appreciate it now more than ever. The quote is:

“The moment you’re ready to quit is usually the moment right before a miracle happens. Don’t give up”

It may sound like this quote contradicts the opening to this blog entry, however, I’m using it in a different context.

Every challenge that I faced this year made me feel completely defeated. I wanted to crawl into a corner, stop trying, and claim myself ‘a failure’. Yes, this is a little melodramatic for my age, but I know people would feel the same way.

I’m thankful that I didn’t crawl into that corner because if I had, I may not have accomplished the things that came later on in the year.

The beginning of 2014 wasn’t pretty. It was a reality check.

Even now, I still don’t have it all figured out. It will take years upon years. But with each year and each defining moment, I’m getting a little closer.

Miracles happen. They don’t necessarily happen at the same time for all people, but eventually they do. Sometimes you have to give up the good to go for the great. You have to leave something behind to go after something more. You have to rediscover yourself.

This past year, I got a little closer to doing just that.

I fell in love, I explored a new country, I became part of a band, I got a new job, I got a new apartment, I got a boyfriend, I ran the New York City Marathon, and this past Tuesday, I finally got published in Elite Daily for the first time.

I wouldn’t have experienced these miracles if I hadn’t kept it together.

My advice to you is to hold out for your miracles and know that they will happen. It may take time, but the time will be worth it.