by David Tandet

A colleague told me about a client he was about to start working with.

I asked him who their target audience was.

My friend had an answer.

Then I asked him if the client expected to attract –

1) A greater number of similar individuals;

2) An additional group of somewhat similar, yet different, consumers;

3) Or whether, perhaps, his client was trying to interest his current number of loyal customers in an expanded group of related services.

Ralph wasn’t sure, but he got my drift.

A couple of days later Ralph called and told me that, indeed, his client was hoping to attract a greater number of similar individuals. AND, it turns out, also hoping to interest his current customers in expanded services.

The moral of the story: learn whatever you can about your new or potential client.

And don’t be afraid to ask your client exactly who he or she expects you to gear your marketing material towards.

Your client might assume you’re already completely aware of what he or she is trying to accomplish.

Well, you might be making a completely correct assumption.

Then again, you might be completely off-base.

What’s most important is that you take the time and effort to make certain that you and your client are on the exact same page from square one.

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Post filed under Foundations of Marketing, Marketing Communications.