This ad targets a very specific audience; those who spend 20-40 minutes commuting on the tube and would need some entertainment during this time. It is clearly articulated in the ad that it is going to be short, and both the copy and the picture makes the impression that these books are impossible to put down.
The star of this ad is not a specific book but the fact that any item of the series is a good choice for commuters. What we can learn from it is to target bravely. This ad clearly doesn’t target real bookworms – probably even annoys them – but this doesn’t matter. Doesn’t matter until they have a very strong, easy-to-recognise message sent to their target group, and a unique selling proposition they can point out.
How to find the right target audience for your business
These are your ideal clients, you would like to attract and talk to, so get to know them as much as you can. The best is to set up a so-called buyer persona, i.e. the profile(s) of your target group (sex, age, profession, family status, financial status, hobbies, likes, dislikes etc.).
What are their issues/problems that they look to solve when looking at your business? What are their desires you can fulfill? What is the USP (Unique Selling Proposition) of your business they are attracted by? You can either do a market research with an online survey, or interview a few of your clients. Look at the your customer service complaints and questions, and search for keywords in google and on social media.
By talking to a niche you gain more sales instead of missing out
What kind of misbeliefs do people have about your industry and specifically about your business? During networking try to talk about your business to as many people as you can and listen to their reactions. How do they misunderstand it? What are their questions? Look in the news, media, Facebbok groups and forums dedicated to your profession, what people normally ask and what kind of opinions they share.
As soon as you find out the answers to these questions, you will be able to create your buyer personas and talk only to them. Use their language, write about their problems, and desires, and address them specifically.
Don’t worry losing some of the audience if you are not talking to ‘everyone’. You are more guaranteed to get the attention of your real target group as a reward.