Audience or Muse, what is the difference? Why is it important?

If the majority of copywriters would be writing texts to Puma, Budweiser, Netflix, Spotify, etc. Yep, perhaps you think already that I'm bragging, but no way, I'm just joking) But if your curiosity keeps you reading this text, I should write something interesting about our marketing approach.
Dmytro Kulakov

So, let's go. Audience – It's a wide notion, especially when talking about brands' customers.

Demographic characteristics, like age, gender, hobbies, or interests, which are usually used by marketing specialists, don't work anymore — the main reason is the massive flow of advertising. It calls 'advertising noise'. 

Today advertising is everywhere: on billboards, metro stations, online applications, social media etc. So on, if you build your advertising message on wide characteristics, your advertising turns into this noise and will never reach the target.

In our approach, we talk only with one person, and we know all about this person. We are doing deep research and typically know: When he/she gets up, what kind of coffee prefers, which music loves, where does he/she go on the weekend, sometimes even with whom, what he/she thinks or dreams about. So we created a definition for such person and named it - muse. And then, when we know who our muse is, we start to think: “What we must say in our messages in order to inspire our muse?”.

That`s why our advertising messages are personalized, and we have more chances to stand out from other advertising noise. As a consequence of approach, clients have more brand recognition and revenue. So don`t write to the audience – write for the muse!