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Personalizing your Prospects

By: Joyce Hayne

The best way to truly understand your ideal prospect is to develop a personal profile of that person. You can even go so far as to put a face and a name to that individual. If you service many sectors, then you may need to create a profile for each sector. For example, the profile of an interior designer will be different than a hotelier.

Once you have a strong understanding of that person, it’s easier to develop a marketing campaign that is relevant to them and will pique their interest.

Start by reviewing your existing customer data. Examine your best clients’ demographics, habits, and interests. Then look at what they have in common with each other. This process will narrow down their traits to allow you to create one primary profile.

To continue building this profile, answer the following questions:

What are the buyer’s goals?
What level is the buyer in the organization?
What is important to the buyer?
Where do they gather information when making a buying decision?

If you need help, google ‘buyer personal templates’ that are available for free on the Internet.

Now that you’ve created a profile of your ideal prospect, you can give that person a name (Harry Hotelier). This person has a set of specific demographics, psychographics, behaviours, and pain points. Add a photo for fun.

Then when you’re creating your next marketing campaign, have a good look at that profile and ensure your campaign will appeal to that persona.