Now that we have clearly established our something, we need to focus on the someone watching. Your audience will greatly affect how you package your message and is the second-most important factor in concept creation and most important factor in distribution.

In order to make a connection with a viewer, you have to know who it is. This may just be a simple demographic or an in-depth buyer persona. Something to note, the more specific your message is, the more specific your audience needs to be.

A single product or service can be marketed to multiple audiences, but people buy for different reasons. When some people look at buying a car or truck, they look for the numbers. They want the information about the torque, transmission, horsepower, etc. There are many buyers that want to know if it has a backup camera and remote start. It is the same vehicle, but with different buyers.

Having this information will shape your message and how it is delivered. Creating a buyer persona or collecting demographic information is another conversation entirely, but make sure to have the information prior to developing your concepts.

Last note on audience, it is very important to get inside the head of your viewers, but this can certainly be taken too far. Only pay attention to the information that is relevant to the buying decision you are posing. Anything else is just fluff and becomes confusing and irrelevant.