.floatimg-left-hort { float:left; } .floatimg-left-caption-hort { float:left; margin-bottom:10px; width:300px; margin-right:10px; clear:left;} .floatimg-left-vert { float:left; margin-top:10px; margin-right:15px; width:200px;} .floatimg-left-caption-vert { float:left; margin-right:10px; margin-bottom:10px; font-size: 12px; width:200px;} .floatimg-right-hort { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 300px;} .floatimg-right-caption-hort { float:left; margin-right:10px; margin-bottom:10px; width: 300px; font-size: 12px; } .floatimg-right-vert { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px;} .floatimg-right-caption-vert { float:left; margin-right:10px; margin-bottom:10px; width: 200px; font-size: 12px; } .floatimgright-sidebar { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px; border-top-style: double; border-top-color: black; border-bottom-style: double; border-bottom-color: black;} .floatimgright-sidebar p { line-height: 115%; text-indent: 10px; } .floatimgright-sidebar h4 { font-variant:small-caps; } .pullquote { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 150px; background: url(http://www.dmbusinessdaily.com/DAILY/editorial/extras/closequote.gif) no-repeat bottom right !important ; line-height: 150%; font-size: 125%; border-top: 1px solid; border-bottom: 1px solid;} .floatvidleft { float:left; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} .floatvidright { float:right; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} It stands to reason; the more specifically you can talk to your target audience, the more likely you are to attract the right customers. How do you begin to create the perfect customer? Grab a piece of paper and a pencil or pen, and let’s get started.

Quickly write down the names of 3-5 of your company’s best current customers. Now, again without mental editing, list characteristics of these customers. These might include things like:

For companies:

Size (employees, locations, etc.); industry; gross annual billings; structure (partnership, corporation, nonprofit, association, etc.); type of work; frequency of work; annual revenue for your company from this client; type of day-to-day communication (do they need hand holding, have you ever met in person, is the boss your golfing buddy); market position (leader, No. 2, newcomer); and personality of key customer contact.

For individuals:

Age; education; daily habits; profession; where they shop; what causes they’re passionate about; their point in their life cycle; how they dress; type of vehicle; leisure activities; and attitude about work, family, life, etc.

Now look for trends. What do your best customers have in common? Begin to build a profile. If possible, make this multimedia. Are there colors, images, songs, smells, etc. that you associate with this perfect customer?

Let this profile evolve over time. Tweak it as you begin to use it. If it helps, give your perfect customer a name. Aim your marketing right at that person. Write as though you are talking directly to him or her. And watch your results rise.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2010 Drew McLellan