Mistake No.1

Not Knowing Who Your Customers Really Are

Any marketer would know that knowing who your customers are is essential to your success in business. Besides the obvious demographic information (age, sex, geographic location), you need to know very specifically what characteristics make your customer. In another words, what interests your customers so that you know exactly what will grab their attention.

Whatever business you are running, it is essential to know who your customers are. Amazingly, one of the biggest mistakes made by small business owners is to not know who their customers specifically are. For example, if you were to ask the question, “who would you like as a customer?” Sadly, the all too common response is, “well anyone will do”.

So what do your customers look like? How old are they? What business are they in? Where are they geographically? Are they male or female? In other words, how could you specifically define who you are trying to attract as a potential customer?

- Keith Banfield