Defining a Target

“Calling all cars, calling all cars. Be on the lookout for a 45-year-old white male, 5' 9" tall, approximately 165 pounds. He has brown hair, blue eyes and is married with two children. He's a middle-class guy making about $100,000 per year and lives in Pasadena. If found, offer him a free download and get him into our marketing funnel."

Have you clearly defined your target customer? Can you put out a specific and unambiguous APB (all-points bulletin) to anyone you expect to market your business?

Unfortunately, most businesses I encounter have an APB that goes something like this: “Calling all cars, be on the lookout for everyone in Pasadena who needs