When we’re thinking about marketing, one of the first questions that comes up is “Who are we selling to?” And the answer, eight times out of ten, is a list of demographic, sociographic, psychographic and other ‘aphic’ dimensions that describe an ideal client. This is the ‘customers that look like this’ approach. It’s useful to a point. If you sell enterprise-grade software it makes no sense to market to your local, independent kindergarten.
But maybe that’s not the most important question to ask. In this article, Adam Benson (CEO, Recognition PR/Outsource) explains why he believes many marketers and leaders of technically oriented organisations spend too much time thinking about the WHO and not the WHY when it comes to the prospects they’re trying to reach.
Read full article HERE