In this episode of Make Business Personal, Kiley Peters conducts live coaching with Leia Ferrari Traner, founder of Carmen Diana, a tech and talent advocate for underestimated businesses and their founders. Kiley guides Leia in defining her audience and steps on how to achieve it. Leia primarily works with nonprofits and for-profits owned or run by women and people of color. Her focus is on impact-driven programming for underestimated audiences. The goal is to increase opportunities and create a different world for future generations.

As homework and one of the steps in defining her audience, Leia intends to interview five leaders of mission-driven organizations to understand their challenges and tailor her services to solve their problems.

• ABCs of Audience Identification 8:39
• Sample Statement for Defining Your Audience 18:39
• Interviewing Ideal Audience Members 25:43

Quotes

• “I want you to specifically ask them about the problems or the challenges that they're running into so that you can use their words in labeling how you solve their problems or the aspirations they are trying to achieve.” 22:13
• “Go to the people, talk to the people, listen, and don't have an agenda. Your only agenda is to understand and get curious and then see what they come back with. They might all come back with the same problem. Now, how are you gonna tackle that problem?” 23:32
• “I would absolutely recommend that you record your interviews so that you can be present in the interviews and then go back later and go back through and pick out the patterns and the things that they say. And then focus on the words that they're using because you wanna use their words back at them in your marketing.” 25:41

Links & Follow-ups:

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