To be able to reach your ideal customer with your marketing communications, you need to understand him or her.
Let's imagine your 'ideal customer' is called James.
Let's get to know him. This is called "building a customer profile."
Imagine you've invited James out for coffee?
He's sitting opposite you in your favourite coffee shop. Make some notes while he makes himself comfortable and orders a coffee.
What does he look like? How old is he? Where does he shop for clothes. Where does he live? Does he own or rent his home? Does he drive a car? What kind of car? Is he married? Does he have children? What matters most to him in the world? What does he do for a living? What's his job title? Where does he work? What newspaper does he read? Does he read the local paper? What does he do in his spare time? Does he have a hobby? Is he sporty? etc etc.
I could go on.........
This is your customer profile and not only will it inform you where you need to put your marketing messages so that James sees them but also what sort of messages are most likely to appeal to him.
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