Understanding target audience(s) is an unending journey. When I started my journey, over 30 years ago, I was like a kid in a candy store. I was obsessed with basic demographics such as age, gender and location. I thought that knowing that stuff was like having a secret weapon. News flash — it’s not! I learned pretty quickly that real engagement is understanding what makes your audience tick, what they’re motivated by, what keeps them guessing at 2 a.m., and what makes their heart sing (or sink).

If I had to give one piece of advice, it’s this. Forget about stats for a minute. Dive into conversations and listen. Whether that’s surveys, comments on social media, or that awkward but insightful chat with your aunt about her favorite sweater. Listening closely to what they’re saying helps you see the world through their eyes. When you do, marketing no longer feels like shouting into space. It’s a genuine conversation. That’s what it should be.

Another thing I’ve learned? Segmentation is a game-changer. Early on, I tried to treat everyone like they were one-size-fits-all. Wrong. Tailoring your message makes them feel like you’re talking directly to them. Like the waiter who remembers how you like your weird breakfast, but way less awkward.

Turns out, different groups have different needs. Some may be seeking durability, effectiveness or maybe comfort from your products or services. Some may care more about style. For many, it’s about the cost. Still others, about the “why” behind what you do.

Talk values. Today’s consumers aren’t just buying stuff, they’re buying into ideas. When you align your brand with these beliefs and communicate honestly, trust and loyalty spike. It’s no longer just about a product or service, it’s about shared values and mutual respect.

Stay curious. Regular check-ins, trend tracking, and being active on social media show your audience you’re genuinely invested. Keep your messaging fresh and relevant.

Authenticity rules. Tempted to chase every shiny new trend or craft the perfect Instagram #ad? OK. But if it’s not honest and rooted in knowing your audience, it’s like spraying perfume on garbage. It smells great, but it’s still trash.

My biggest tip? Invest in truly understanding your audience — like you’re trying to get insider secrets from your partner. Prioritize listening and authentic communication.

When you do, you’re not just selling stuff, you’re creating relationships that could actually last longer than your favorite movie. That’s what makes marketing both fun and rewarding. You’ll see results that aren’t just measured in dollars. They’re measured in loyalty, love, and maybe even a few high-fives.

If you want to go beneath the surface, here are some practical steps:

1. Interview your most engaged customers — find out what keeps them up at night.

2. Create “Customer Personas” based on real stories — yes, stories, not just stats.

3. Use social listening to pick up on community chatter, not just keywords — people love to vent.

4. Reverse engineer feedback from your competitors’ audiences — be a sneaky spy.

5. Follow up often — because people change, and so should your approach.

6. Pay attention to user-generated content — because they’re giving you free insights with hashtags.

7. Engage actively in their community — be a genuine part of their world.

8. Challenge your assumptions — because someday, your favorite idea might be totally wrong.

Turn these ideas into habits, and you’ll start truly understanding your audience as humans. When you genuinely know who they are and what matters to them, your message becomes authentic, meaningful, and ultimately, more successful and fun.

Stacy Cornay is the owner of Communication Concepts Public Relations & Advertising. She may be reached at 303-638-7127; scornay@comm-concepts.com; www.comm-concepts.com; Facebook.com/Communication Concepts; X @CommConceptsPR; or Linked In.