Target audience: A smaller segment of your audience, those who would most benefit from interacting with your organisation, is who you are most focused on serving.
Persona: A fictional person with particular characteristics, activities, values and goals that represents the average person in an organisation’s target audience.
Promise: Exactly what you are offering your target audience.
Benefits: Tangible ways an organisation is delivering on its promise by fulfilling the emotional and functional needs of its target audience.