How well do you know your customers?

It feels like a simple question, but the answer can be the difference between a business being a resounding success or a total flop.

So take a moment and try doing this:

Take out a blank sheet of paper.
Write down a description of your perfect, dream client.

(Please don’t skip this. I promise I’ll wait right here.)



That’s it. Now hold on to that sheet, we’ll get back to it in a minute.

You’ve just written a first draft of one of your buyer personas. You may have heard of these as ideal client profiles, customer avatars, or something else entirely. They’re all different ways of saying the same thing – who is your customer?

Maybe you’ve already gone through a similar exercise. That’s great – but stick with me, and do it again.

Buyer personas are the key to your business. Nothing is more important.

The depth and quality of these personas will give you strategic direction, help in your product development / service offer, and dramatically impact your ability to sell.

Humor me for a minute and take another look at the description you wrote a few minutes ago. If this description is the most important part of your business – is what you wrote good enough? Is it accurate?

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