So often marketing fails because a company doesn’t know their customer. Of course it does, you can’t promote your brand, product or service effectively if you don’t know who you are selling to.

The title of this blog sums up my number one rule for marketing. Know your customer. Inside out. The more you know, the more successful you will be at reaching out to them and communicating effectively.

You should know as much as you can about both who is buying from you, and who you want to be buying from you, they may well be very different! There are many ways of tracking this info, which I’m not going to delve into here, but once you have it, use it. It can be helpful to segment your customer base, but rather than having segments with meaningless titles, try to personify them. It can really help to see them as real people rather than just an abstract group. For example, if your main customer group is females aged 25-35 in London earning £40k-£60k, then maybe you could refer to this group as ‘Amy’. Amy is 31 and lives with her boyfriend in a rented flat. She loves her job in procurement and loves to travel.



Knowing your customer is key to many aspects of business, from designing your products, shaping your customer service and also writing your marketing briefs. A really targeted marketing approach is an efficient marketing approach and it relies on knowing who you are looking to communicate with. At the brief writing stage, it helps to refer back to your personified segments and think about what you want ‘Amy’ to feel, think and do.

So whilst the Ancient Greeks encouraged us to ‘Know thyself’ (which is admittedly important!) I implore business owners and marketeers to know your customer too!