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, Co-Founder of E2M and MoveoApps. 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)

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New Beginnings

In the wise words of Semisonic, “Every beginning comes from some other beginning’s end”

It took me a while to truly understand the meaning behind this. Even now, it’s still difficult to comprehend in many scenarios.

A part of me has always been a big fan of tradition and keeping things the way they are. However, the other part of me thrives off of change. The main reason behind this tear in beliefs comes from the way that I was raised; coming from immigrant parents and being a first generation American. On top of that, I was born in this particular generation of rapid technological development where I have seen the fine break between the old and the new. I think that’s why it’s so much harder for me to let go of things. Although, in the end, I know it’s always for the better.

I’ve undergone many changes this past year. I’ve dealt with many periods of adjustment and uncomfortableness. It was never easy in the end stages, nor was it easy in the beginning. But, there was always that sweet spot where everything was working really well.

I started a new job at a new company today. I left behind the first job I had out of college, where I was an employee for about two and a half years. To emphasize my earlier point, it was not easy. It’s just like going to a new school, moving to a new town, or dating a new person. There is a lot to get used to, but eventually it becomes normal.

It’s terrifying to take a leap of faith and take a risk for something potentially greater. Sometimes, it works out in your favor and sometimes, it doesn’t. But if you never try, then you’ll never know. It’s terrifying to leave the familiar behind. We just get too comfortable.

We mustn’t get too comfortable until we reach that ongoing sweet spot in our lives. Even then, we must continue to grow. I’m not a life expert, nor am I psychologist or psychic. However, in my experience, I can speak to this:

Don’t settle where you cannot grow.

Don’t be afraid to take risks.

Don’t be afraid to get hurt.

Don’t be afraid to fail.

Don’t give up.

Life gets hard. We go through difficult times. But we must move forward. This is how we’ve come so far in the past. This is how we will continue to grow.

Live with Passion

I’ve always been curious as to how people choose their interests. I often wonder whether it was by accident or maybe through a friend. Maybe they saw it on television or on the streets. Either way, I love seeing how far along they come with the time that they invest into that particular hobby or interest.

All throughout my life, I’ve had friends that have their own unique skills and talents. Dancers, gymnasts, skaters, musicians, singers, you name it. I’m constantly inspired by my diverse group of friends because they all lead such different lives and are passionate about different things. I surround myself with these kinds of people because of their drive and determination to succeed. There’s a saying that goes something like “the friends that we choose are a reflection of ourselves” I’m not sure if that’s how it actually goes or if I just made that up, but regardless, that’s what I believe.

When I dissect my friends by their personality type, I have a pretty clear understanding of why they are good at the things they’re good at. It’s because of the time and effort that they put into those things.

As we get older, it’s easy to lose sight of the things that we love. We grow up, get jobs, re-prioritize what’s important to us, and fall out of touch. Looking at my friends now, I’m seeing that a lot of them now have jobs, but are still attached to the things that they love and they’re all doing pretty well for themselves. They’re happy.

As I said earlier, I love to see how far along people come with the things that they love. If we work hard enough at the things that we’re passionate about, it will eventually manifest into something great. The time that we invest into our daily tasks is directly correlated to our success.

All of the decisions that we make in life are a reflection of ourselves. Similar to the way our friends are a reflection of ourselves, the same goes for the hobbies we choose. And this also goes for our work. We should never lose sight of our passion and interests because someday, it can and will define us.

Live with passion. Always. Something great will eventually happen.

“How to Find and Do Work You Love”

“How to Find and Do Work You Love”

A friend of mine sent over this TEDTalk YouTube video the other day and it really resonated with me. I’ve been feeling extremely inspired lately; to write, to run, to enjoy my life. I wanted to share this so that other people can feel inspired too. Happy Friday!