Updated: Jan 21, 2019
Remember that Seinfeld episode when Jerry couldn't remember the name of the girl he was dating? All he knew was that her name rhymed with a certain...ahem...body part. And after several dates, it became crystal clear that he didn't know her name, thereby quickly ending their relationship.
Much like dating, wooing potential customers requires a deep commitment to really get to know who your customer is, what makes them tick, their pain points, their deepest desires. Knowing the customer to this detail isn't just a job for sales. In order to effectively market, you have to really know your customer. If not, your relationship is doomed.
The better you know your ideal customer, the easier it is for you to connect with them where they live (figuratively, of course - this isn't a stalking how-to guide.) You need a customer avatar. In other words, an ideal representation of your target customers.
As Health Tech Innovators #HTI, you have both B2C and B2B customers. Your customers are real people. They have a face. They have a name. They have hobbies. If you can describe them as if you're sitting right across the table from them, you understand how to connect with them in a more personal way. You understand where they interact online. You know what associations they are part of. You are in tune with their buying habits - and you know how to write as if you were speaking directly to them. Just watch the conversions roll in after you dial in on how your target market ticks.
Take some time this week to create your perfect customer avatar. Download this worksheet to help. Review your customer avatars on a regular basis to make sure your marketing efforts are directed to their needs and desires. There isn't any shame in being a nosey pepper (jalapeño business - get it?) when you're trying to connect with your customers.