In this episode of Make Business Personal, Kiley Peters, founder of RAYNE IX, talks about the importance of audience research and provides a step-by-step guide on how to conduct it effectively. She emphasizes the need to understand and identify your target audience in order to serve them better. Kiley recommends creating a short script and reaching out to specific individuals in your network for interviews. She also suggests asking questions about their challenges, past experiences, ideal solutions, and expected investments. Kiley also advises recording the interviews and analyzing the responses for patterns. The goal of audience research is to gather information and make necessary adjustments to better serve your audience.

• The Purpose of Audience Research 3:06
• Using the Language of Your Audience 8:33
• Recommended Resources 16:15

Quotes

• “You are not trying to prove that you are right. You are trying to gather information to see if you were right or see if you need to tweak things or adjust them entirely.” 3:12
• “If you go out doing audience research trying to prove that you are correct, you will be doing it wrong and you will be doing yourself a huge disservice. And there's really no point in doing audience research if you're just trying to prove your point. You need to be going out open-minded and try to listen to the words that they're using and really listen to what they're trying to communicate versus just trying to validate what you think you want to hear them say.” 3:25
• “You should start seeing patterns in their responses between the fourth and fifth interview, and then you're looking at interviews five, six, seven to validate that. So I'm going to recommend you go out and conduct five to seven interviews. If you can do more, awesome, do more.” 5:26

Links & Follow-ups:

• Learn more at MakeBusinessPersonal.com & KileyPeters.com
• Downloads available at MBPDownloads.com
• Work with us at RAYNEIX.com & RIXAccelerator.com
• Submit questions at MBPPodcast.com
• Newsletter Signup: RIXNewsletter.com
• Linkedin: Kiley Peters & RAYNE IX
• Instagram: @kileypeters & @rayneix
• Email: info@rayneix.com

In this episode of Make Business Personal, Kiley Peters, founder of RAYNE IX, talks about getting clear on your target audience and how it is crucial for business success. Without a clear target audience, you waste time, energy, and money. Understanding your target audience helps you identify the problems you solve for them and create the best solutions. It goes beyond demographics and focuses on their values, motivators, and decision-making processes. Kiley introduces the ABCDs framework (Activators and values, Behaviors, Conversion triggers, and Demographics) and explains how it can help you identify your target audience.

• The ABCDs Framework 3:14
• Conversion Triggers 9:41
• Recommended Resources 16:42

Quotes

• “What we really need to understand are what people call their psychographics. So essentially their values, their motivators, their activators, all of that really tells us how they think and how they make decisions.” 2:33
• “What a conversion trigger is, or how we're talking about it, is what happened that made them realize they need to come find you or someone like you. They're now going to Google to search for somebody like you. So what happened that made them need to do that?” 9:49
• “Once you think you have your target audience, what I want you to do is go out and I want you to validate that. I want you to research it and see if you're right or see if you need to change something.” 15:41

Links & Follow-ups:

• Learn more at MakeBusinessPersonal.com & KileyPeters.com
• Downloads available at MBPDownloads.com
• Work with us at RAYNEIX.com & RIXAccelerator.com
• Submit questions at MBPPodcast.com
• Newsletter Signup: RIXNewsletter.com
• Linkedin: Kiley Peters & RAYNE IX
• Instagram: @kileypeters & @rayneix
• Email: info@rayneix.com

In this episode of Make Business Personal, Kiley Peters, founder of RAYNE IX, talks about the importance of establishing brand fundamentals for a business. She covers various aspects of brand fundamentals, including significance, mission, values, core behaviors, true specs, positioning statement, and elevator pitch. Kiley provides examples and explanations for each concept and emphasizes the need for clarity and alignment in these fundamentals. Lastly, she highlights the significance of audience research and iterative refinement in developing brand fundamentals.

• Significance, Mission, and Values 1:53
• Guiding Principles: Core Behaviors and True Specs 7:17
• Recommended Resources 15:45

Quotes

• “First and foremost, think about the big thing, the big impact you want to make in the world. A lot of people will share their mission, but not necessarily their vision. And a lot of people and businesses can have the same vision or significance but their mission and the way they go about trying to make that thing happen, that's how they're all different.” 3:07
• “Values should be your guiding principles on how you fire, how you hire, how you show up in the world, how you show up in your community, how you conduct yourself as an individual, and how your business is expected to operate. This is really, really important. And setting these to be clear and making sure your entire team knows them, leverages them, and honors them is very important in setting everybody up for success.” 5:30
• “Personal growth comes from being uncomfortable. Assume positive intent. It's really hard to do this work if you think people are working against you. Leave your ego and negativity at the door. It's really hard to do this work if you're leading with an ego.” 8:46

Links & Follow-ups:

• Learn more at MakeBusinessPersonal.com & KileyPeters.com
• Downloads available at MBPDownloads.com
• Work with us at RAYNEIX.com & RIXAccelerator.com
• Submit questions at MBPPodcast.com
• Newsletter Signup: RIXNewsletter.com
• Linkedin: Kiley Peters & RAYNE IX
• Instagram: @kileypeters & @rayneix
• Email: info@rayneix.com