Define a target audience as a reachable buyer in a recognisable buying moment, not a demographic cloud. Define the first offer as one bounded outcome, scope, price, evidence request and honest exclusion for that moment.
Give the buyer an address
What happened immediately before the buyer looked for help?
A buying event is more actionable than age, interests or an invented persona.
Who feels the problem and who can approve the spend?
User, buyer and budget owner may be different people.
What is the smallest result you can responsibly promise?
A bounded outcome makes delivery, evidence and price discussable.
| Write | Avoid | Test |
|---|---|---|
| Buyer + event + costly problem | “Everyone who wants to grow” | Can five real people recognise the moment? |
| Outcome + scope + time + price | A menu of skills | Will one buyer take a consequential next step? |
| Exclusions and dependencies | Hidden conditions | Can the promise survive delivery review? |
Frequently asked questions
Narrow enough that you can recognise the buying event, reach real people and compare repeated behaviour; broad enough to run a credible test.
Name the buyer, problem, bounded outcome, scope, timing, price, dependencies, exclusions and next action.
AI can structure hypotheses, but it cannot supply observed buyer history. Verify every material assumption with real evidence.