Target Audience Understanding Your Target

Target Audience

Understanding your target audience is perhaps the most important part of the writing process. Until the writer knows who is likely to read their article, it is difficult to select the correct language, style, and voice. If the writer does not pay attention to these elements, they will not be likely to hold the attention of the intended audience. If this happens, the message might be lost entirely. The follow will analyze the target audience in Rosalind Resnick's article, "10 Reasons to Start a Business This Year."

This article is an excellent example of using phrases to identify several different target audiences within the piece. The first paragraph appeals to a general, non-specific audience. The opening paragraph makes the assumption that target audience knows what New Year's Resolutions are and that they understand the pitfalls of New Year's resolutions that one cannot keep. This includes almost everyone, which means that the general audience is the target of the opening paragraph. This was done simply to "catch" a large portion of the population so that those who are in the more specific target audiences will read on. In the conclusion of this opening, the audience is further narrowed into those who were thinking about starting a business, but who might have been considering putting it off.

In item no. 1, "You'll never get laid off again," the author is talking to and audience that is either working a dead end job and looking for a change or that has lost their job due to lay offs and unemployment. The author discusses the plusses and minuses of this decision. The lead in suggests that the author is pro-self-employment, but as one continues to read the article, it becomes apparent that the author wishes the reader to take many things into consideration. The author appeals to the same audience in item number 2, "You can stop asking your boss for a raise and give yourself one."

In item number 3, the author once again appeals to a general audience, only he selects out those that are tech savvy by mentioning certain high-tech devices. This assumes that the audience is familiar with these objects. In item no. 4, the author continues to appeal to this same audience by mentioning the convenience and flexibility that technology brings to the entrepreneurial world.

The next audience is those who are potential entrepreneurs, but who have made excuses as to why they should not start a business. This segment of the target audience is the most ready to start a business. The author saved the most likely audience for last. This audience is ready to make the changes suggested by the author, once they overcome a few obstacles in doing so. The remaining items address specific obstacles in starting one's own business and how they can be overcome. The largest part of the article is targeted towards those who are close to making the decision to start a business on their own.