Before 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.