Whether you’re talking marketing or sales, you want to make sure your message hits home with your customer. Because customers are different, it pays to think about who you’re targeting as you craft your messages or make your pitch.
Note, I’m not talking about choosing your market segment(s)—although you certainly can and should do that! I am saying that it helps to be very clear who you’ve trying to communicate with.
Is this a family with three young children? Empty nesters? Guys in pick-up trucks with gun racks? First-time home buyers? Seniors post-retirement?
Each customer has a different set of drivers and motivators. It’s often helpful to keep an example customer in mind, with a good representation of that class of customer, for every customer you’re going after. The more specific, the better, because that helps you clarify your message. For some it may distill down to making a child’s bedroom more comfortable. For some it’s about managing household expenses on a more limited income after leaving the working world. And the drivers are often very different.
Build your cast of characters, and think about how you engage each one.
And remember, it’s not what you want–it’s what the customer wants.