What Does Your Customer Look Like? – by Lewis Green

When I left the military and enrolled at the University of Florida Journalism School, I did so because the college had a reputation for teaching students how to write. Here was the school’s mantra: Don’t tell, show. Draw a picture for your readers. Thirty-plus years later, I believe that mantra applies double to marketing and communications. Surprisingly, it begins internally, not externally. Here’s what I mean.

To draw a picture to frame our marketing and/or communications strategies, verbal or written, we begin by asking and answering a series of questions around who, what, when, where and how.


  • Who are we and what do we do best? 
  • Who wants and needs what we offer? 
  • What does our market look like? 
  • What does our ideal customer or client look like? 
  • When do they want and need what we offer? 
  • When is the best time to communicate with them?

Read more: http://www.marketingprofs.com/opinions/2008/22353/what-does-your-customer-look-like#ixzz32uAUb2wl


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