1. Figure out who you really are as a company. Are you Young, Hip and Fun? Or are you Stable, Secure and Safe? Create a stick figure to represent your company and write down key points to develop its personality.
EXAMPLE:
This is an example of how we defined Kristin, a personal trainer.
You can do this for a company and/or brand, too.
2. Figure out who your ideal client is. What does she look like? Where does she live? What does she do on the weekends? How does she like to receive information? As with above, create a picture to represent your ideal client and give her a personality.
EXAMPLE:
This is an example of the ideal client for Kristin, a personal trainer.
Note that Kristin can still work with "Fred," a totally different type of client, but this is her target client and can help her make critical marketing decisions.
Note that Kristin can still work with "Fred," a totally different type of client, but this is her target client and can help her make critical marketing decisions.
3. Now that you have completed the above exercise, every time you send any sort of marketing message, imagine that your company is communicating directly with your ideal client. Speak directly and clearly as if you were actually having a conversation.
EXAMPLE:
- Kristen can share helpful articles with Jane about fitting health and fitness into a busy life; because Jane is busy, these articles should be really short and easy to read when Jane has a few moments to spare
- Kristen can comment on Jane's Facebook profile when Jane posts photos of her kids
- Kristen can post 5-minute workouts on Facebook
- Kristen can host healthy mom parties to get Jane-like clients and friends together to share struggles and advice
- For a Holiday gift, Kristen can give Jane a gift certificate for her favorite nail salon
