"Why isn’t this working?!"
Sound familiar? Maybe you’ve poured hours into creating a killer offer, posted a reel you thought would go viral, or ran ads that looked flawless—but the results? Crickets.
I’ve been there too. You’re not alone, friend. And honestly, most of the time, the issue isn’t with your content or even your offer. It’s with your audience. More specifically, not fully understanding the difference between your primary and secondary target audiences and how to cater to both effectively.
This isn’t just some fancy marketing jargon; getting this right can be the game-changer you’ve been looking for. So, grab your coffee (yes, that oat milk latte counts), and let’s break it down in a way that makes sense—and gets you results.
What’s the Difference Between Primary and Secondary Audiences?
Let’s start simple. Think of your primary audience as your ride-or-die crew. These are the people who live and breathe the exact problem you solve. They’re ready to buy, invest, and go all in because you’re speaking directly to their needs.
Your secondary audience, on the other hand, is like the friend-of-a-friend who still benefits from your genius but isn’t quite in your direct line of vision. They might not need your high-ticket coaching program right now, but they’re here for your eBook, your workshop, or even just your Instagram tips.
Here’s a quick analogy: If your business is a luxury hotel, your primary audience is booking the penthouse suite, while your secondary audience is grabbing a day pass to enjoy the pool. Both are valuable, but they’re engaging with your brand in different ways.
Why You Need to Nail This Down
If you’re feeling like your messaging is all over the place or your sales are inconsistent, it’s probably because you’re trying to talk to everyone at the same time. Spoiler alert: that doesn’t work.
When you don’t know the difference between your primary and secondary audiences, a few things happen:
Your Messaging Gets Muddled: You can’t be everything to everyone.
You Waste Resources: Time, energy, and ad dollars get sucked into campaigns that don’t hit the mark.
You Feel Overwhelmed: Because nothing seems to be landing, and you’re spinning your wheels trying to figure out why.
But when you understand who you’re really talking to, the magic happens. Your messaging becomes laser-focused, your offers align with the right people, and your marketing gets easier (hallelujah!).
How to Identify Your Primary Audience
Let’s start with the heavy hitter—your primary audience. These are the people your business is built for, so if you don’t know who they are, let’s fix that right now.
Ask yourself:
What problem do I solve? Be specific. “Helping women grow their business” is vague; “Helping 6-figure female entrepreneurs streamline their systems and scale to 7 figures” is gold.
Who benefits the most from this solution? Think about demographics (age, job, lifestyle) and psychographics (values, goals, challenges).
Where are they hanging out online? Are they scrolling Instagram, checking LinkedIn, or watching YouTube tutorials at midnight?
Picture your ICA (Ideal Client Avatar). She’s ambitious, maybe a little overwhelmed, and hungry for someone to help her cut through the noise. Your job is to speak to her directly—whether it’s in your emails, captions, or website copy.
Don’t Sleep on Your Secondary Audience
Now that you’ve identified your main girl, let’s talk about her friends. Your secondary audience might not be the ones who bring in the bulk of your revenue, but they’re still important for:
Brand Awareness: They might not buy today, but they’ll remember your name.
Future Growth: Your secondary audience can evolve into your primary audience as their needs change.
Diversified Income Streams: Think smaller offers, digital downloads, or affiliate marketing.
For example, if you’re a business coach for entrepreneurs ready to scale, your primary audience is likely established business owners. Your secondary audience might be newer entrepreneurs who aren’t ready for your high-ticket coaching but would jump at a $97 workshop on “Streamlining Your First Launch.”
Understanding this balance lets you meet both audiences where they’re at—without spreading yourself too thin.
Crafting Messaging That Resonates
Here’s where the rubber meets the road: tailoring your messaging to each audience without losing your brand voice.
For Your Primary Audience:
Speak directly to their pain points. What keeps them up at night? What do they wish someone would solve for them?
Position yourself as the expert. They’re ready for action, so give them clear steps and solutions.
Show them what’s possible. Testimonials, case studies, and bold claims work because they’re already primed to believe in you.
For Your Secondary Audience:
Focus on educating and inspiring. They might not know they need you yet, so help them connect the dots.
Keep it approachable. Short-form content, free resources, and low-commitment offers are your best friend here.
Build trust over time. Your secondary audience might take longer to convert, but staying consistent keeps you top of mind.
Balancing the Two Without Losing Your Mind
I know what you’re thinking: “How do I talk to both audiences without sounding all over the place?”
The secret? Content pillars.
Think of your content like a balanced plate. Each piece of content you create serves a purpose:
Educational Content: Great for your secondary audience to learn the basics.
Actionable Content: Designed for your primary audience to take immediate steps.
Relational Content: Connect with both by sharing your story, values, and behind-the-scenes moments.
By rotating through these pillars, you’re able to address both audiences without overwhelming yourself—or your followers.
Common Mistakes to Avoid
Before you run off to create your next campaign, let’s talk about some common pitfalls:
Trying to Make Everyone Your Primary Audience: It’s tempting, but it’ll dilute your message. Stay focused.
Neglecting Your Secondary Audience Entirely: Just because they’re not ready now doesn’t mean they won’t be later.
Using One-Size-Fits-All Messaging: Each audience needs to feel like you’re talking to them.
Your Next Steps: Let’s Get Specific
Now that you know the difference between your primary and secondary audiences, it’s time to take action:
Audit Your Current Audience: Are you clear on who fits into each category?
Refine Your Messaging: Does your content speak to both groups effectively?
Create a Plan: Use content pillars to balance your strategy and allocate resources wisely.
Clarity is the foundation of a scalable brand, and understanding your audiences is the key to unlocking that clarity.
If you’re still feeling stuck, let’s chat. Whether it’s a coaching call or a done-for-you strategy, I’m here to help you show up, stand out, and scale confidently. Let’s make those crickets a thing of the past.
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