Over the past 20 years I’ve been in marketing consulting, the most common issue we find businesses have with their marketing is not profiling their target market properly.  Spending an extra hour or two profiling your target market will pay for itself 100 times over.

The key is to develop a picture and description of your best prospect in so much detail that your marketing and sales team completely understand who they are looking for, how and when to communicate with them, with which messages.

A tip: If you have more than one target market, profile each one separately.  For example, if your customer base covers a range of potential prospects from teenagers to people in their 60’s, segment your markets into several chunks that have similar characteristics.

Here’s how you do it:

Step 1: Describe your best customer in as much detail as you can using the table below to help you:

Free Target Market Profile Tool Template:

 

Step 2:  Find a picture of someone who fits that description

Making your profile visual helps focus your subconscious mind even more on attracting the right type of client.

Step 3:  Communicate it to your sales and marketing team

There may be gaps in your profile initially.  Over time, you want to fill in those gaps by asking relevant questions and observing and measuring behaviours.  The more accurate your profile, the more likely you will be able to construct relevant and timely marketing campaigns to attract high value prospects and keep your valued customers.