Content Strategy: Five Steps to Shape Expectations

People search online to find solutions to their problems. But how do they decide what offerings to consider in their needs? Individuals become open to the idea of trying your product by listening to those already using it: trusted friends, family and colleagues. Such potential customers are primed, so to speak, to view your wares…

Find the influencers in your target market segments

Five Characteristics of Target Market Influencers

The term “influencers” encompasses a wide range of people respected as thought leaders, whose traits include trustworthiness and knowledgeability. You need to connect with such individuals within your identified target market segments and build sustainable relationships in order to support business goals for the niche markets. Building and using Character Customer Profiles can flesh out a…

Who is your target customer?

Build and Use Character Customer Profiles

Providing a unique look into your business, the Character Customer concept further examines specific target market segments by creating faces and lives representative of the group. Character Customers don’t have to be real. Instead, they should represent the target market’s lifestyle, needs and wants, including thoughts about and perceptions of sales messages. Using actual, existing…


Customers are Not Always Right in a Customer-Centric Business

There is an assumption that the customer is always right, no matter what. Let’s challenge this idea. Who is the customer? Hamburgers can illustrate this point (hmmm…dinner’s in an hour). Think about all those burger joints, dedicated solely to meat surrounded by bread with numerous combinations of add-ons and condiments. Beyond all those options we…