Who Are Your Customers?

Have you ever thought about your customers before? I mean . . . really, really thought about your customers? If not, now is the perfect opportunity. Think about the people who buy your products or use your services. Who are they? What do they do in their spare time? Where do they work? What are their personalities usually like? By keeping these preferences in mind, you can tailor your graphics and content as much as possible to that target audience.

If you sell directly to individuals, you are a B2C company. If you sell directly to businesses, you are a B2B company. Even if you sold the exact same product—such as custom engraved pens—you would want to use different graphics, content, and even layout for each audience. After all, a business customer is looking for something that relates to her business, while a consumer is looking for something for herself, family, or friends.