You've probably heard the advice "know your audience" when crafting messaging for your sales page. It’s one of those phrases tossed around in digital marketing like it’s the golden key to success, but what does it actually mean?

Does it mean reading their minds?

Guessing their problems?

Following some magical checklist that everyone but you seems to have?

For most people writing a sales page, “know your audience” sounds frustratingly vague and can even feel like a roadblock when you don’t know where to start.

When you don’t know exactly who your audience is, it’s like trying to have a conversation in a language they don’t speak.

You might be throwing out ideas or solutions, but not capturing any attention because you're not addressing the frustrations your audience is actually facing.

What problems are they struggling with (that you have the solution for)?

What outcomes are they desperately seeking (that you have the solution for)?

Without clarity, it’s nearly impossible to position yourself as the person with the answers they need. This disconnect can lead to a sales page that feels generic or confusing and one that doesn’t resonate and, ultimately, doesn’t convert. W

👉Whether you’re building your first sales page or trying to fix one that’s falling flat, understanding your audience is the essential first step to crafting messaging that connects and compels.

What are they frustrated by (that you solve)?

What solutions are they searching for (that you have the answers to)?

What exactly does "know your audience" mean?

If you’re in the process of writing a sales page for an online course, coaching program, or membership, these steps will help you write messaging that feels like a conversation with a friend rather than a generic sales pitch.

Before you can write a single word, you need to know who your ideal customer is. Think of this as creating a character for your messaging. The more specific you get, the easier it becomes to write words that feel like they’re speaking directly to them.

This clarity doesn’t just help you write better. It also causes your audience to feel seen and understood. When you show your audience that you understand where they're coming from, they will assume you have the solution to their problem (because you do) and will be more compelled to purchase your services or program.

👉Messaging Action Step #1: Pinpoint The Challenge (that you solve)

Your audience isn’t coming to you because everything is fine. They’re searching for solutions to something they’re struggling with. When you understand their pain points, you can position your offer as the perfect remedy. That's messaging that instantly grabs attention and builds trust because it’s clear you "get" them.

Be specific in defining your audience's biggest challenge (that you have the solution for). Instead of saying, “they’re overwhelmed,” move past surface level and consider the internal struggles that keep them from moving forward.

Are they a new entrepreneur trying to juggle business and family life?

Are they frustrated because they’ve tried other solutions that haven’t worked?

Are they nervous about making an investment because they’ve been burned before?

Example: “Megan is a busy mom of two who dreams of launching her own coaching business but feels overwhelmed by all the tech and marketing advice online. She’s frustrated because every program she’s tried assumes she already knows the basics, and she’s starting to doubt if she’s cut out for this.”

👉Messaging Action Step #2 Define The Achievement (that you help with)

Your ideal customer isn’t just defined by their pain. They also have goals. It’s not enough to know their struggles. You also need to know what success means to them. What's their dream outcome when their problem is solved? By showing them how your solution bridges the gap between where they are now and where they want to be, you’ll create messaging that’s both relatable and inspiring.

What are they hoping to accomplish with your help? “They want to feel successful” isn’t enough. What does success look like? Maybe they want to launch their first course in 90 days. Maybe they’re looking for strategies to grow their email list to 1,000 engaged subscribers.

Knowing what success looks like to them will shape how you position your offer.

Example: “Megan’s dream is to create a sustainable coaching business that allows her to work from home while earning enough to pay for family vacations. She wants a step-by-step system that’s actionable and doesn’t assume she’s a tech wizard.”

👉Messaging Action Step #3 Design Your Approach (how do you help)

Now, bring their personality to life.

Are they analytical and detail-oriented, or do they prefer big-picture strategies?

Are they the type to research thoroughly before making a decision, or do they value quick wins and action?

This helps tailor your tone and approach. For example, a detail-oriented customer might appreciate thorough explanations and examples, while someone more action-focused might prefer bullet points and concise steps.

Example: “Megan is practical and action-oriented but gets overwhelmed when there’s too much information at once. She values efficiency and proven strategies. She’s not looking for fluff. She wants real-world advice she can trust.”

👉Messaging Action Step #4: Visualize 1 Audience Member (that you're writing all your messaging for)

Pull all this together into a short profile, like this:

Profile Example: “Megan is a 38-year-old mom of two who dreams of launching a coaching business. She’s overwhelmed by conflicting advice online and frustrated with programs that assume too much technical knowledge. Her goal is to create a sustainable, family-friendly business that pays for her kids’ activities and family vacations. Megan is practical and action-oriented, preferring step-by-step guidance and real-world strategies over fluff. She values clarity, efficiency, and suppor...