Tara Kester

By Tara Kester

Defining your target audience can be scary. Because if you limit the people whom you tell about your product and services, then you’re also limiting sales, right? It would logically seem that way. However, by targeting EVERYONE, you target NOONE—meaning that if you put a general blanketed message out there to the world, you’re not using specific language, images, or colors to truly speak to and relate to the people who need your product or services the most. So sad! So here are some simple tips on how to get clear on whom you’re currently serving and/or want to serve.



Shovel Creative is a graphic design and web development agency dedicated to creating attractive and effective print and web materials, specifically focused on conversion and lead generation. To learn more about our process and how to work together, please contact us here.

About the Author

Tara Kester

Tara Kester

A graphic designer and digital marketer by trade, Tara (Brouwer) Kester started Shovel Creative in 2010 out of a passion for good design and customer service. To scale upon her core values of never leaving a client hanging or missing a deadline, her very first hire was a project manager. Since starting Shovel, Tara’s passion has extended to data and psychology-driven design—design that is proven and tested to connect with its audience and drive leads and sales. She is also committed to leadership and supporting her team. Tara has worked with high-profile brands such as Sony Online, Lexus, Pantone, Activision, THQ, and Warren Miller. For fun, she enjoys being outdoors by way of rock climbing, hiking, camping, and the occasional surf session. She also enjoys singing and playing her guitar.

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