Kimberly Crowe explains how to define a target audience for a show, distinguishing a narrow avatar (one ideal client) from the broader show audience. She recommends stating the show audience in 1–3 broad words (e.g., "speakers", "entrepreneurs") so the show casts a wide net to build know/like/trust, while cautioning that targeting "everybody" means serving nobody. She encourages embracing exclusion to attract the right people and gives examples (Speakers Playhouse, Badass Women in Business Summit).
Let's talk about how to determine your target audience. Your target audience for your show is not your avatar. So an avatar is an exact person, A one, one person. That is your perfect client, right? She is blonde, she has two kids.
She'S an entrepreneur. She has a little bit of woo going for her. She owns one car, she travels full time. That's me. Like I'm your avatar, right? Okay. I'm your avatar. The show audience is not that. The show audience is broad. When we make you come to Speakers Playhouse and tell us your audience, it should be three words or less, right? Speakers and entrepreneurs. That's my audience. Okay. It could be home based caregivers, it could be whatever it is, but it's, it's not a one person kind of thing. It is a broad audience. Your, your show is designed as a net. We're going to scoop in a lot of people to come see and build their know, like and trust. And then the ones that are my perfect client will emerge from that. So your show is designed to cast a wide net. So you want about three words. So you want a broad audience here. If it is, if it's everybody, then you're serving nobody, right? If you say I serve entrepreneurs, I'm going to listen in. If I'm not an entrepreneur, I'll listen in for my friend over here who's an entrepreneur, right? But I want to know who you target if you don't know. If you target everybody, then you serve nobody. Have you heard that phrase? It's true. So if you said I serve everybody, I'm probably not going to listen in. I personally am probably not going to listen in. If you say I serve women, I'll be like, all right, I got an ear, right? If you say I serve men, I know a few, so I might listen in anyway, right? I know. Anybody know a couple men. Yeah. You know? Yeah, we're still going to listen in, but we're going to be like, who am I listening in for? Okay. And don't be afraid of excluding people, right? I have Badass Women in Business Summit. Jenny does. I don't actually run that one. She does, but we co hosted together. She has men on it.
Okay. She's got men on like trying to apply to be on the Badass Women in Business Summit because they target. Right. So you're not going to push people away. You're actually going to focus and have people come into you. So do have one to three words. It's broad, but it's not everybody.
