You should think about your customers as individuals rather than as members of demographic groups if you want to create effective marketing messages, writes James Archer, CEO of Forty. He suggests creating a customer persona, giving that persona a name and understanding his or her habits and preferences and what motivates them. In meetings, he writes, your team would "no longer have to try to hold an abstract customer profile in their heads; they can simply ask, 'What would Sarah think about this?'"
A better way to think about your target audience
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