Chapter 10: Audience Layering — Speak to Different People Differently

1. Marketing has “Temperature”

If you propose to a stranger on the street, you’re crazy. If you propose after three years, it’s romance. Many companies fail because they tell a stranger “Buy me now” the first time they meet.

A. Cold Audience (Strangers)

• Goal: Awareness.
• Focus: The “Why”. Why does my life need this? Why is it interesting?

B. Warm Audience (Fans/Viewers)

• Goal: Trust.
• Focus: The “How”. Does it work? What do others say?

C. Hot Audience (Ready to Buy)

• Goal: Conversion.
• Focus: The “Why Now”. Is there a discount? Is stock low?

2. Brand in Action: Amazon’s Full-Temperature Coverage

1. Cold: Broad category ads (e.g., “Home Decor on Amazon”).
2. Warm: You looked at a Sony camera but didn’t buy. Amazon shows you that camera on other news sites (Retargeting).
3. Hot: You return to the homepage and the camera is there with a “Price dropped by $50” label.

3. The Power of Lookalikes (LAL)

Once you have 1000 Hot customers, you give the list to Meta/Google: “Find me 1 million people whose underlying behaviors are most similar to these buyers.” This is the data lever.

Next Chapter: Chapter 11: What is Advertising Creative? It’s resonance, not showing off.