“Our audience is everyone” sounds ambitious. It gives an agency very little to work with.
Even a widely used product is bought for particular reasons. A founder choosing an agency might worry about wasted spend. A marketing head might worry about execution capacity. They could buy the same service, but need different reassurance.
Describe the person making the decision, the situation they are in and what could stop them. Include the people who influence or approve the purchase.
Demographics help, but buying context often tells you more. “Business owners aged 35 to 55” is less useful than “Founders whose referrals have slowed and who need a dependable source of enquiries.”
Share real customer language from sales calls, reviews or interviews. Separate what customers have actually said from what your team assumes.
A clearer audience helps the agency choose messages, channels and evidence with purpose. It can also prevent you from paying to reach people unlikely to buy.
