bullseye theory

Today, I want to talk about targeting and target audiences.

It's something that has always annoyed me in the online space. We're told to think in terms of ICAs (Ideal Client Avatar/Audience), and I think it's bullshit. And unlike many who preach ICA, I'm a targeting expert. I don't normally toot my own horn, but I spent over twenty years in advertising and marketing, including roles where my sole responsibility was to create accurate target audiences for clients. Many of the audiences I developed - based on data analysis - won new business for my agencies.

IDEAL ≠ REAL

The definition of ideal is: a conception of something in its absolute perfection.

It does not equal REAL. I don't know about you, but I want to work with real clients, not a conception of clients.

I also feel like this sets us up for failure. I've never worked with a perfect client - but I have worked with clients I've loved. Clients I can point to and say, "Yes! I want to work with more clients like X, because of Y."

The cherry on top of my annoyance? The descriptions people write about their ideal client. I saw one that was so idealistic there was no way that person actually existed, or that they would find this particular business.

Moving on....

THE BULLSEYE THEORY

The way I approach targeting is how I was taught way back in the aughts. It's thinking about your target as an actual bullseye target.

You can either start at the Core, or you can think about a broader population (the outermost layer) of people and narrow down.

The Core is your specific audience. Who you specifically want to work with, or who is the specific audience for a product/service. This is the most important piece to define.

The next layer is someone who doesn't quite match your core audience, and it's okay if this layer and the outer layers aren't as linearly defined

For each layer, consider the specific demographics, attitudes, and behaviors your audience must have. If it's important that someone is a mom, great. But if it doesn't matter to you, it doesn't need to be in your audience description.

Here's an example, based on how I'm currently looking at my own coaching services.

• Core: women solopreneurs, in early stages of creating their business.

  • They have a good idea of what they want to do for a business.

  • Service-providers with mostly remote/virtual clients

  • They have prior experience working in a corporate or structured environment.

  • They are action-takers, looking for a mentor or guide. They come to our calls with their questions and objectives vs me leading the calls.

• 1st layer out: same general audience, only they've been in business for a few years and either want to pivot to something different, or they feel like they've been floundering and aren't sure why.

• 2nd layer out: women currently in a corporate or structured environment, who want help strategizing how to leave their job, and go into business for themselves.

• Outermost layer: I only work with women entrepreneurs, or women who want to become one, so they would be my broader population.

THE RIPPLE EFFECT

The reason I target this way is because of the Ripple Effect which is "a gradually spreading effect or influence." From a marketing perspective, this means you can create your content solely for your Core audience, and your other audiences will be affected/see it.

Example: I posted this on LinkedIn in 2019. At the time, it was focused on women in my second layer - those who wanted an exit strategy. I ended up reaching that audience, as well as men and women who had always dreamed about leaving...but would never do it. The latter aren't even in my consideration set, but you can see how the content I created reached a broader audience.

Other examples of layers:

• People who aren't ready to work with you yet - maybe because of price

• People who aren't in the industry/niche you specialize in. I know a woman who does websites specifically for birth-related businesses. I still follow her content for a lot of reasons, and would consider reaching out to her if/when I wanted my site redone. I'm not her niche my any means, but she's still reaching me.

• A former client reached out to ask if I would take on a male client - she wanted to gift him a session with me. He's not even in my audience population, but she is.

IF YOU DON'T KNOW YOUR CORE AUDIENCE, REVERSE THE PROCESS

It's super common, especially when we here "NICHE" shouted at us all day long, to not be quite sure who your core audience is. If that's the case, reverse the process. Start with a broader, more general audience. Then, think about qualities - demos or attitudes/behaviors, industry, etc, and narrow down. It's ok if you don't get to a core audience. You can still be marketing, creating content, networking, etc to an audience even if they're more broad. Here's an example:

• Outermost layer: Creative Entrepreneurs

• Female creative entrepreneurs, who want to DIY 'your service'

• Female, creative Entrepreneurs, who want to DIY 'your service,' and like group programs

• Etc

And this doesn't have to be just for business owners. It could be people who want to write a book, but have no idea where to start, etc.

What do you think? Is this a helpful way to think about targeting? Would you like some help with yours? Whatever your thoughts, I'd love to know!

I lost the plot yesterday

Yesterday, I created a reel that totally flopped.

That's not earth-shattering or news. It happens all the time, and not just to me.

But the reason it flopped is because I lost the message. The point I was trying to make. And yes, the whole f'ing purpose of the post.

Here's how it started

Idk about you, but lately I feel like my inbox is getting spammed with all sorts of "quantity over quality" offers. Free, paid, whatever.

• "70+ Business Resources"

• "2000+ Mega Prompts"

• "52 Email Templates"

• "40+ Canva Templates"

To name a few that are real.

It reminds me of earlier in my entrepreneur journey, when I was all about the "deal." Getting a good value, a steal maybe.

And I was a sucker for it because I am a voracious learner. My Line 1 Investigator was HERE for it.

What I realized (thank fuck) the other day, is that I getting caught in that loop again, and because I have an Undefined Head Center, all those ideas and inspo circling around, is burning me out. ...again.

The (funny) point I was trying to make

Fun fact: I was a film major in college. By accident lol.

One of my favorite classes was Film Styles and Genres. Taught by the professor who literally wrote most of the text books used in film programs at least at the time.

We studied a lot of Horror and Hitchcock. And for some reason, one of my favorite films is The Birds, which has many scenes where birds fly at people's heads. Shocking, I know.

And it made me laugh because that's how I feel lately with all the info, ideas, and zillions of X coming at me.

But I didn't actually communicate that

Not in the copy on the gif. Not in the caption. No. Where.

Because I lost the plot. Pun intended.

Instead, I did this:

Overthought if the gif would trigger anyone (one of my bestie's has a huge bird phobia) -> a gif that wasn't as good

Wrote copy that didn't explain anything, even if someone was also a cinephile AND knew about HD.

Forgot to make the point in the caption, although I was able to do a tiny edit (hours) later.

Here's the point

It is so easy to lose the plot, aka the point, we're trying to make in our messaging.

(not shown: the 8 sentences I wrote and deleted because I was about to lose the point again )

Sometimes it's because our brain rambles. Sometimes it's because we get distracted. Sometimes it's because what we think is the most important thing to communicate is actually not what resonates the most with our audience.

Moral of the story?
If the ideas coming at you feel like a flock of birds from a Hitchcock film... you might be in overwhelm, not inspiration.

Your job isn’t to dodge every bird. It’s to remember what scene you’re actually trying to shoot.

5 ways to market WITHOUT poking a pain point

Today's inspo came from another Human Design provider (for lack of a better word.)
​
I'm not sure how I ran across them, but their position has some similarities to mine - HD and Business. They offered some sort of free guide on Energy Type, and I downloaded it. I'm always interested to see how other people do things, and interpret things. Plus, #marketresearch.

I open the guide, and it's all....negative stuff.

Now look, I get it.

One of the most powerful things about Human Design is learning that the things you/others think are negative, are in fact explained by your Design. NOT in a bad way. In a "ohhhh, I'm not a job hopper. I'm a Generator, and a sign of when something is off with me, is when I get super frustrated...and go find another job." True story, and not just mine.​

But here's the thing.

We don't have to lead with the negative things.

The signs we're out of alignment.

The "here's what drains you."

The... pain points.

You know, the thing we're told to do.

The old school sales b.s. where you touch on pain points and then 'agitate them' so you can get someone to work with you by telling them how the thing you have will alleviate that pain. I wish I was joking. Ask me about the coach I worked with that I nicknamed "Pusher P."

I digress, as usual 😉

I prefer a different approach, and it doesn't mean I don't talk about pain points. It's that I don't lead with them.

And you don't have to either.

Here are five alternative ways you can lead a message without negativity, fear, shame, or scarcity.

1. Lead with Possibility

Instead of "what's wrong," focus on what's possible. Speak to the dream, the desire, the transformation.

• Example:​ Instead of “Are you tired of feeling stuck as a Generator?”
  Try: “What would it feel like to finally use your Generator energy the way it was designed?”

2. Lead with Truth

Offer a reframe, hot take, or myth-busting perspective. This satisfies curiosity and builds authority.

• Example: “Most Generators are taught they’re ‘too much,' but what if your energy is actually your greatest gift?”

3. Lead with Empathy

Use authentic empathy and mirror your audience’s experiences without dramatizing or “pain-point poking.”

• Example: “If you’ve ever second-guessed your decisions or felt like your energy doesn’t ‘fit’ the mold, you’re not alone. Here’s what helped me.”

4. Lead with Insight

Teach something new, drop a surprising fact, or guide them to an “aha!” moment that earns trust.

• Example: “Most Generators think they need to initiate, but your power is actually in responding. Let’s talk about how that shift changes everything.”

5. Lead with the Common Enemy

Call out outdated industry norms or practices you don’t stand for, then offer your aligned alternative.

• Example: “I’m so over the advice that tells Generators to hustle harder. You deserve more than burnout disguised as productivity.”
  ​

And there you go.

You can talk about real challenges. You can be honest about what’s hard. But you don’t have to lead with what's wrong in order to prove your point or your value.

So next time you're writing a caption, crafting a sales page, or mapping out your next email, feel free to try one of these, and see how you feel AND how your audience responds 🙃