If you want to communicate with someone, you get the biggest effect if you communicate on their terms. Their terms will define what words you use, what media you choose, and more. To discover those terms, start by describing the audience.

Some people like to go very deep into this process, describing a complete person with a name, habits, family, and more. There's nothing wrong with having strongly-defined characters to work with; at a minimum, you need data like:

• Age
• Gender
• Income level
• Key issues in life
• Common pastimes
• Preferred media
• Language level
• Reasons for involvement with your product