Knowing exactly who your target audience is and knowing your market are more important than the product you sell or the service you offer. Please re-read that sentence: Knowing exactly who your target audience is and knowing your market are more important than the product you sell or the service you offer.

Don’t skimp over this aspect of building your business plan. You want to know with intense hyper clarity and specificity who your perfect target customer is. You should know how old they are, their gender, their occupation, the type of neighborhood they live in. Why? If you don’t know this information, you will never reach them with any type of marketing you do.

When writing or shooting videos, actually think about and picture a single person, not the thousands of people you expect to reach. Keep their image in your head and have a one-on-one conversation with them. Some marketers post a photo of the person who most represents their target audience next to their desks while they’re writing copy or devising marketing plans.

All great marketing should be one-to-one communication. We all want to be special and be the center of attention. Your customers, clients, or patients want to be the focus of your message. That won’t happen if you handle your marketing (whether you’re writing copy, shooting videos, tweeting, or posting on social media) as if you are addressing everyone on your list at the same time, whether your list contains 100 or 100,000 names. Target the message to a single individual – the right individual.