Who is your ideal customer? Anyone who wants to buy? Many people think so, but too often this leads to trying to be all things to all people—which ends in overwhelm and not being able to deliver. When you attempt to appeal to everyone, you’ll appeal to no one. You need a brand that’s oriented toward a certain kind of customer, and to do that you need to risk alienating the rest.
In this process, you’ll learn how to understand your target markets and identify your best possible customers using a Product-Market Grid. As a result, you’ll focus your efforts and resources in the right places to attract the right customers. You’ll define your Central Demographic Model, which will become the basis of your primary marketing strategy.