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Deep Cuts Weds, May 20th

Target audiences are useless if they're not extreme.

I love the method veteran country songwriter, Ralph Murphy (Shania Twain), used for songwriting. He wrote exclusively for women at 7 AM. This dictated exactly what he needed to do in the song for it to work.

Most marketers talk target audiences like this….

"Our audience is 18-24-year-olds, skew male, college-educated, use SoundCloud and YouTube to find new music. Like fashion and live music. Reads Hypebeast."

This reads as a personification of your Artists Insights. It could describe you or any other competitor. We use target audiences as a filter to critique marketing, brief team members, and inspire ideas. If they're too broad, they don't work.


Target audiences should be extreme and specific. One method I use is celebrities as personas. Celebs provide an extreme character that any team member can take and run with. They are as specific as Murphy's women at 7 AM.

I wrote about using celebrities as target audiences for SoundCloud in my 3rd installment on building a content strategy. In which, I propose Addison Rae, Travis Scott, and/or Carmelo Anthony make a better target audience for emerging rappers than "18-24-year-olds, skews male, reads Hypebeast…"

       ↳ Pt.III: Finding your niche in celebrities. (via SoundCloud)


       ↳ Pt I: Content Soundcheck - an exercise for developing your content strategy (via SoundCloud)

       ↳ Pt II: Emerging rapper, Bankrol Hayden case study for his Instagram content strategy (via SoundCloud)

        ↳ Watch Ralph Murphy's songwriting lecture where he talks about target audiences. He talks about writing for women at 7 AM aroudn the 7 min mark (via YouTube


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Deep Cuts · 187 East 4th St · New York City, NY 10009 · USA