Catering to your Audience

Well hello, and welcome to episode 63 of Aftershock Weekly. This week we’re going to have some fun, we’re going to go out on site in a minute, but what we’re talking about is catering to your audience.

Your business has a specific buyer persona of who your customer is, and you need to figure that out. Because if you cater to your audience, there’s an old saying, “There’s riches in the niches.” So find out who your audience is, what that niche is, and then build products for it, services—we’re going to go to two coffee shops that are very familiar to many people out there. One, you know, it’s got that little green logo… Yeah. Starbucks.

And then we’re going to take you out to Dutch Brothers. Completely different audiences, you’ll know what my favorite is, but let’s go out on location and go through each one.

Hi there. So we’re outside the first company that I mentioned: Starbucks. And their audience is catered toward business people that want to have a place to where they can set up their computer, they can do their work, they have business people that want to order on their mobile app—that I fit into—that want to skip the line and go directly to pick up their drink, and that’s what I love about Starbucks, is they really do cater to that business audience. Not that you can’t socialize, it’s just not their main audience. So, I’m going to use their app right now, and I’m going to get my drink, and it’s going to take less than three minutes. So I’m gonna do that, and I will be right back.

Okay, so three taps of a screen, I order my drink, I walk in, and as I’m walking in they set my drink on the counter. And within two minutes I’m back in my car, kicking on the air conditioning, drinking this sweet, sweet nectar. What used to be sweet, sweet nectar.

Let’s now go and check out the audience for our next company, who’s completely different, but still printing cash.

Okay. Now we’re at Dutch Brothers. Dutch Brothers has a completely different audience than Starbucks. They cater more to the Millennials, the younger generation that has more than ten minutes to sit there and wait for a cup of coffee. The coffee’s good, their people are friendly as all can be, but it’s not a place you can go and set up your laptop and do work—it’s just not what it’s geared for. They’re only stands, you can’t go inside and sit down, so their model is completely different.

Right now, we just saw a gray car in the back of the line, and we’re going to follow it to see how long it takes to get through the line. And it’ll show you it’s a lot different than Starbucks. We’re back—that gray car took sixteen minutes to get through the line. And that’s the main line. It probably took another five minutes to get through the dual line that lets you know that it’s okay to go to the main line. Why? Because the parking lot is extremely busy over here, and they’ve got a guy that meters the cars going through. Crazy.

They must have good coffee or something, their baristas, people in line taking orders are extremely friendly, they ask fun questions. I got asked what my spirit animal was at 5:30 in the morning one time, which totally threw me off guard, but they have created an ambiance for their audience that gets them coming back, waiting twenty, twenty-five minutes for a cup of coffee.

So, even though it’s a very different audience than Starbucks, they’re both printing money, doing just fine, and they cater to their audience.

So remember these things: Identify your buyer persona, make products and services that are catered to that audience, write content and do video that talks directly to that audience, and lastly as I said earlier, the riches are in the niches. When you really are catering to one audience, you can grow your business very, very quickly. And with that, we’ll see you next week.