The most difficult and expensive marketing assignment is marketing to everyone.
The majority of businesses fall into this trap. They don’t have a clear idea of who they want to sell to. They don’t have a target locked.
The most difficult and expensive marketing assignment is marketing to everyone.
The majority of businesses fall into this trap. They don’t have a clear idea of who they want to sell to. They don’t have a target locked.
If you know who you’re selling to, the life of your business, employees and suppliers (especially marketers) becomes much easier.
All of a sudden, we can write our sales process, our marketing copy, our video scripts, and the imagery we need all align with the target audience. It’s because we know who they are and where they get their information.
More importantly, it also impacts who you recruit into your organisation to serve these customers.
Generally, a business will have 3 or 4 customer personas. In the case of business-to-business (B2B), there will be several people within the prospect organization whom you need to influence - not just the technical person who will use your product. The persona we create is a semi-fictional representation of the buyer, also called an avatar.
As you can see, we like to get quite tactical. We give your target a name, photo, demographic information,
what motivates or frustrates them, how they consume media, etc.
Ready To Identify Your Target?
Talk to our assassins today.
Customer Persona Development — or Ideal Customer Profile (ICP) — is the foundation of effective digital marketing. Without it, you're competing with national brands and their budgets. Nail your ICP and you can target exactly where your customers are, what they consume, and what problems they need solved. Claims like "One of Australia's Leading Electrical Contractors" won't win them over — speaking their language will.
Start with last year's sales invoices. Who made the buying decision? Build a simple spreadsheet — role, age, location, product, sale value — and sort by category. Patterns emerge quickly. From there we add depth: meet Gerry, the General Manager, 45-55, university educated, married with two kids, likes footy and golf. Gerry is now one of your marketing targets — every message written with him in mind.
Your target market is the broad group you sell to — women aged 25 to 35, for example. Your customer persona is a specific, semi-fictional profile of the ideal buyer within that group. Think Sarah, 28, city-based, health-conscious, scrolls Instagram at night. Same target market, very different message. The persona is what transforms generic marketing into copy that actually converts.
Yes — AI tools like ChatGPT and Gemini answer questions in natural language and reference sites that speak the same way. By developing detailed customer personas, we write content in the exact language your ideal customers use when they prompt AI tools. Answer their questions better than anyone else, and AI will reference your business as the authoritative source in your category.
Persona reviews should be part of your regular marketing cycle — often just a quick check to confirm nothing has changed. However, new products, new competitors, or significant market shifts warrant a deeper review. Keeping personas current ensures your content, SEO, and AI visibility stay aligned with how your ideal customers are actually thinking and searching right now.