Imagine if Apple primarily spent their marketing budgets on targeting accountants? Or Oscar Meyer to vegans?
Understanding your audience—the people, organizations, and businesses—that you sell to allows you to effectively tailor your messaging and creative to align with their needs, pain points, and habits.
We call these various types of buyers a Persona—a roughly grouped together collection of like-buyers.
An effective Persona will tell you who your customers are, their buying motivations, and where they want to be marketed.
Your Persona should have a name and a face so that as you are creating products, marketing, and other materials for these buyers you can talk to just that one person.
Question—How many different types of buyers do you have right now for your product or service? And what are the reasons that each of those buyers buy from you?
“Everyone is not your customer.”
– Seth Godin
(A word to the wise…)