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Online Marketing in 7 Days by Sarah McCartney

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A creative approach to considering your customers

This might look a bit like we’re kidding around, but it’s serious. Ad agencies do this stuff and charge thousands for it. The reason they do it is because it helps to get inside the minds of the people you are talking to and to imagine what they’re thinking at the same time as you’re trying to get their attention. It doesn’t matter if you can’t draw; do it anyway.

Imagine the kind of customer you’d like to have more of and describe them. Here are a couple I made up to give you an idea.

Name: Alex

Age: 43

What he does: Alex runs the customer services department of a chain of organic food shops in the UK that has just ventured overseas. They have two shops in Dubai and three in Paris.

What he did ...

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