This is an excerpt from my book: Attention Avalanche: 3 Steps to endlessly create meaningful content to attract, engage and convert more customersWhen you know why you are doing what you are doing then you need to identify and understand exactly who it is you are going to target and who you want to attract to your business.Once you understand what you are doing, it is then up to you to understand who you are going to target and aim for. Do not just think about having a target audience, but instead think about their psychology and understand them inside out. The more you understand about your audience, the better you can communicate and connect with them, as it is better to be clear rather than clever about the kind of content you are creating.By understanding your audience inside out via your customer persona, combined with understanding their attitude towards technology adoption; you can craft messages that appeals and resonates with them perfectly.You can get more ideas for the answers by taking the following into account:Who your target audience is; what matters to them, what they'll search for, what their problems are, etc.Your knowledge of your products and services that you are selling. Remember that the information that you take for granted would be very valuable to the right person. There are people in the world that are eager and willing to pay to know what you know.Create your first customer person by aiming for a single kind of audience and then answer 100+ of their questions. Solve 100+ of their problems, enlighten, teach, reassure and educate them. The more you do for your audience, the more you will be rewarded and then you can begin to target a new kind of customer persona or appeal to new segments of the population that are innovators, early adopters, etc.The way to go mainstream, pivot or expand your business is to target new kinds of audiences - whether they are early adopters or early majority, etc. Defining new kinds of personalities to attract or create new kinds of customer personas that have something in common with your previous ones, because you do not want to alienate or disenfranchise your original customers by doing completely different or unrelated things. By seeking to craft new kinds of content for more/different audiences, your content (and business) can slowly have a broader appeal.Do not think that by targeting these new people that you are excluding your original customers, as this is indeed true, but remember you want a specific kind of audience that will consume your content, come to your business, buy from you and then either become a repeat buyer or begin advocating your business. You cannot, nor should not, appeal to everyone because by doing so you will appeal to no one - instead slowly change who you are targeting and slowly begin to attract new kinds of people.Furthermore, endeavour not to alienate your original target audience by not creating more content that they will not consume. Instead, seek to expand your appeal by creating specific content to new audiences that still relate to your original audience. Therefore more people may discover you and they will come to know, like and trust you. I call this the cost of discovery, which is a metric that I will talk about in the next chapter.Align your messages to what your audience cares about and what their culture, priorities and demeanour is. When you resonate with them, then they care so much more about what you have to say. Define your audience as it makes your content more human and when you have their trust, you can make more sales.Question of the day: how are you going about pivoting your business?