Business Innovation and Marketing with Mike Parsons
business innovation. storytelling. lifehacking. music

Step 1: Define Your Audience

Storytelling Course: Step 1

1. Define Your Audience

The key to knowing your audience is going past demographics. It's all about knowing their beliefs, goals and biggest challenges. Let’s summarize your audience or customer into this profile.


  • Age, Gender, Role
  • Where do they live and work?
  • Family and partner status


  • Behaviors: rituals and habits. 
    • For example,
  • Attitudes: bias, cultural context
    • For example,
  • Motivators: fear/hope, pleasure/pain, acceptance/rejection
    • For example,
  • Challenges: lack of time, money, effort, outcomes
    • For example,

Example: BJ Fogg