Most companies waste money on their branding and marketing for the simple fact that they are too general. Some businesses try to appeal to too large a market segment at one time (or they don’t segment their brand market at all).

For greater brand impact – you need to break your target market down into specific groups and market to them uniquely, individually and specifically.

Focus on one target audience at a time.

Target a specific audience instead of trying to market to all your individual targets at the same time. You can’t get the attention and impact in a crowded marketplace where your message has no personal connection to the prospect. The way to cut through the clutter is to speak directly to the person who is inclined to buy your product as specifically as possible.

To accomplish this you have to ask yourself some specific questions about each personality in your target group. This forms the basis of your personality profile. Questions like:

• Who are they? What is their position and influence within their company?

• What titles do they have?

• What are their likes and dislikes in relation to your production service?

• What are their habits?

• What trends do they follow (or are they attracted to)?

• What are their key issues within their field?

Remember these points when creating a personality profile:

• Segment your target market into common personality groups

• Create a clear definition and description of each ‘personality’ within your target market

• Focus on your marketing tools one target market at a time

• Resist the urge to sell to multiple personalities within the marketing tools you create