Stop Calling It Your Audience And Start Calling It Your Customers Or Prospects

Audience vs CustomerBefore we get any further I have a confession. I say, strike that, said audience all the time. Your audience wants this. Your audience will like that. But today I'm vowing to change that. I had a change in my thinking and I'm not going back.

Audience vs. Customer

Audience: the assembled spectators or listeners at a public event, such as a play, movie, concert, or meeting

Prospect: a person regarded as likely to succeed or as a potential customer, client, etc.

Customer: a person or organization that buys goods or services from a store or business

As you can see in the definition for audience, nowhere does it say a buyer. We want buyers. We're in business and businesses survive on buyers.

3 Reasons To Use Customer Or Prospect Instead of Audience

1. When you make the shift in thinking about your customers instead of your audience you make a shift in driving people towards sales instead of towards content consumption only.

2. You will treat a prospect or customer differently than you will your audience.

3. When you write for your customers and prospects you can get much more focused on the type of content that will work best for them.

 

Do you want to attract an audience or customers? I know what I want.

Stephanie Frasco

Stephanie Frasco, VP Social Media Marketing, started helping businesses get results with social networks before Twitter even existed! Stephanie has worked directly with high profile clients like Oprah, Atlantic Records, Dashlane, The International Culinary Center, & many more. She specializes in helping business owners and marketers find massive ROI by developing targeted social campaigns focused on *engagement strategies* that work!

Click Here to Leave a Comment Below

Seb Brantigan - Business - September 12, 2015 Reply

Thanks for breaking it down the difference Stephanie! one of my affirmations is to attract the world’s highest quality customers every day…it is all about what kind of content you put out there as that is what people will judge you on. fab article!

Nathan - October 3, 2015 Reply

Great post! I think some people are afraid to use “customer” or “prospect” because it sounds business like or money hungry. Another way to look at the relationship is that its a transaction but 2 sided one – the customer gets something and you get something. As long as both sides feel that they get a fair deal, there’s nothing wrong with business-like.

Tawanda - February 22, 2016 Reply

Thanks Stephanie for your post. You provide some great insights, but I respectfully disagree though. I have a confession before I finish my comment. I run an audience engagement agency. I strongly believe businesses should start treating their customers or prospects as an audience as well. The reason being that when you treat your customers as an audience, you move beyond just wanting to make a sale and instead focus on creating an experience that could lead to more referrals through word of mouth. I believe using the word audience even when interacting with your customers has a potential to lead to more customer retention. More so, just because I am not your customer doesn’t mean I am not important. As an example, I know a lot of businesses that I will never buy from, but I have referred a lot of clients and customers to them because I believe in what they do.

I like the definitions you provided, but I think your definition of audience needs to be broadened. Gone are the days of just defining an audience as an “assembled spectators or listeners at a public event…etc”. The growth of social media has changed that. Facebook, Twitter or other social platforms are full of audiences waiting to be inspired. Everyone is now a potential audience whether they are buying or not buying from you. Thanks.

Leave a Reply: