I love to think through a simple framework when it comes to building thought leadership: Manifesto, Market, and Message.

The Market part is where you dig into really understanding the people you want to serve.

How many times have you heard someone say you need to have a client avatar or an audience avatar or audience profile if you’re a speaker?

Having an avatar is great, and you may already have one built. That’s great!

When was the last time you revisited your client avatar? Is it the same as it was when you first created it? And, did you go as deep as possible in trying to understand your audience?

An avatar focuses on the demographic details, where your ideal client lives, their income level, education background, all of which is great information to have.

But where the real value comes is when you try to get inside the mind of your Market: what are they thinking right now, what are they feeling, what are they really wanting out of life?

When you dig into details and questions much deeper than surface-level data, that’s when you can start to connect with the heart and dreams of your target Market.

For today, focus on what your audience is thinking and feeling, those are two powerful forces that drive so much more action than where they live or their everyday routine.

Go deeper by thinking of what’s below the surface with your audience.

The Keynote Clarity for Thought Leaders Flash Briefing is presented by Jon Cook, founder of Keynote Content. Jon and his team help thought leaders, namely speakers, coaches, and consultants, craft and share their messages to better serve their audiences. Connect with Jon and his team at Keynote Content by visiting keynotecontent.com. You can subscribe to The Keynote Clarity for Thought Leaders Flash Briefing by visiting bit.ly/KeynoteClarity and enabling it there. Then, all you have to say is, “Alexa, what’s my flash briefing?”