by David Tandet
A colleague told me about a client he was about to start working with.
I asked who their target audience is.
My friend had an answer.
Then I asked if the client expected to attract –
1) A greater number of similar individuals;
2) An additional group of somewhat similar, yet different, consumers;
3) Or whether, perhaps, the client was trying to interest current loyal customers in an expanded group of related services.
My friend wasn’t sure, and he got my drift.
A couple of days later my friend told me the client was hoping to attract new customers. AND interest current customers in expanded services.
The moral of the story: learn all you can about your new or future client.
Find out exactly who they expect you to gear your marketing material towards.
A client might assume you’re already completely aware of everything they want to accomplish.
A client might be making a completely correct assumption.
Or be completely off-base.
Make sure you and your client are on the same page from square one.