One of the first steps to creating a new marketing strategy or any kind of content for your business is to identify who's it for. To who are you talking to?
This person has many names in the marketing world. Some call it your ideal client, a buyer persona, or also avatar. It's basically who you want to have as your customer.
Many businesses never really define this, and just stumble into their clients.
But why is it so important to be specific here? Couldn't everyone be your customer?
Unfortunately, trying to appeal to everybody at once is a bad idea.
Like plain toast or vanilla-flavored ice-cream, you blend in rather than stand out. Nobody will notice you.
When you try to please everyone, your message will be watered down to the point where it becomes meaningless.
The result? No one will be able to identify with what you're saying - and won't buy from you.
Don't write for the masses! Instead, write for one person only. (Well, there's of course more than one person out there. Many people are alike.)
In the next post, I'll cover how you can define your ideal client and find out as much as possible about him/her.