Chapter 3
Who are you targeting?
“Your personal core values define who you are, and a company’s core values ultimately define the company’s character and brand.
TONY HSIEH, FOUNDER OF ZAPPOS1
Before you can successfully ascertain your target audience, you first need to have a clear understanding as to the values, purpose and identity of your business. If you have never developed a marketing strategy or if it has been a while since you updated an existing one, you may find it useful to complete the exercises below.
Take a few moments to carefully consider each of the following questions. The answers you provide (in particular to those regarding your target market) will directly determine how you’ll implement the principles in this book to influence ...
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