We usually understand our value to customers, but we rarely take the time to speak directly to them. Instead, we try to speak to everyone, as if our message were a 7-11 open 24-hours a day. For late night munchers, we have Crunch and Munch in aisle 2; for early morning health conscious gym-rats, Luna bars near the front register; forgot milk for coffee in the morning guy, fridge 4.

When we take the time to target who we are speaking to, they speak back to us, in the way of sales. Target-Connect-Measure-Repeat. Everyone together now: Target-Connect-Measure-Repeat. Make it your mantra.

A good first step is identifying your target customer. I recently used this example for a client:

“They are a 40-year-old couple. She is an ad exec, he is an architect. He collects vintage sneakers and drives a new Land Rover but longs for a vintage one. She drives a Mini Cooper, runs every night after work with her Weimaraner and reads chick-lit.”

Make it realistic but fun and try to think of it more like an ad campaign than the foundation for an article or corporate collateral piece.

This entry was posted on Wednesday, September 19th, 2007 at 3:45 pm and is filed under Content, Editorial. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.