When I start working with a client, one of the first questions I ask is "who is your ideal customer?" How specific the answer is varies a lot, but from a short conversation I can usually assess whether they understand their customers well enough.
What do I mean by "well enough"? Well, if you don't understand your customers very well then it's unlikely that your marketing will resonate with them. You'll probably end up taking a "scatter-gun" approach to marketing and wasting a lot of time and money in the process. My blog "Do I need a customer avatar?" explains more.
So how do you know whether you understand your customers enough to effectively market to them? Here are the signs I look out for...
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