Basic · Lesson 2 of 8
Defining your audience and offer
By the end you will
Describe who you are talking to, what they struggle with, and what you offer them.
One reader, not everyone
Posts written for "everyone" interest no one. Picture one specific person: their role, the problem keeping them busy this month, what they have already tried, and what a good week looks like for them. Write every post to that person.
The problem, in their words
Collect the exact phrases your audience uses: in comments, reviews, sales calls, support emails and forums. Their words make better hooks than yours, because they recognise themselves in them.
Your offer in one sentence
Finish this sentence: "I help [who] [get what result] without [the thing they dread]." If you cannot say it simply, your posts will not either. Keep it in Brand Brain so every post MediaShark writes starts from it.
Before
"We help businesses grow with innovative solutions."
After
"We help two-person SaaS teams get their first 100 customers from LinkedIn without hiring a marketer."
Specific beats impressive. The second sentence tells the right reader "this is for you".
Common mistakes
- Describing your product instead of your reader's problem.
- Using industry jargon your audience never says out loud.
- Trying to speak to beginners and experts in the same post.
Checklist
- I can describe one specific reader.
- I have at least five phrases my audience actually uses.
- My offer fits in one plain sentence.
Do it in MediaShark
Open Brand Brain and fill in your audience, their main problem and your one-sentence offer.
Check your understanding