chris | arnold
Understanding the needs of your business come first, but your audience are your customers, your clients, your revenue and ultimately the success of that business. They have their own needs and problems that need solving and they may not care what you have to say unless you're directly solving those needs or helping those problems. Going through a process to profile your ideal customers and clients can show a deep understanding of their situation and can build loyalty and engagement.
The first place to start is to write down your ideal types of client or prospects (the profitable ones are always a good place to start) and get as granular as possible with the roles in those organisations or groups. Imagine you're a supplier working with corporate businesses, you might be communicating with the CEO, the FD, the IT manager, or even a PA / administrator who has been given the task to find or work with a new supplier. Each of those people will have their own requirements and questions, so a one-size-fits-all approach won't work.
You should profile each of these individuals within each industry, sector, market etc, and think about things from their point of view by building a profile of each of them. Again, there are plenty of templates and guides on the Internet but essentially you're trying to ask three important things: