Let’s meet Tea drinking Tracey Tait, who is an Independent Marketing Consultant based in Newcastle, don’t let her accent deceive you, she is definitely based in the North East. What should make Tracey’s story compelling to you is the fact she has worked for large global organisations as well as SME’s and will be able to give us all a well-rounded view on all things Marketing. Her methods are Simple, effective and time-saving and who doesn’t want that.   Takeaways - Tracey provided us with the ultimate 6 step guide to building an ideal client / persona / avatar and this is the one and only takeaway I want to focus on as its so important to get this right. So these six steps are: 1 – Demographic (age, gender, marital status, vocation, level of education, etc) 2 – What is going with them? They obviously have a problem that you can solve, what is that? What are their pain points and challenges? And are they the decision maker, if not who is, as these are the people who will have the final say? 3 – Where are these people – where do they congregate, not physically, although it may well be, but more digitally – what websites, blogs, social do they use and who do they follow? 4 – What is there story and remember to have empathy and consider the emotional side as this can be a powerful tool. Thoughts, feelings, fears, desires – all important! 5 – What is the story after purchase. It doesn't end after the sell 6 – The negative persona and avoiding the clients that you don't want to target. It sounds backwards but it can provide so much clarity in who your ideal client actually is. Thanks Tracey! Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License Links Tracey Tait: https://www.linkedin.com/in/traceytait/ https://www.facebook.com/TranscendYou/ @transcendyou - https://twitter.com/transcendyou Seth Godin Podcast Akimbo: https://www.akimbo.me Books:Tribes – Seth Godin: https://amzn.to/2LYQa1s App:Instagram: https://www.instagram.com Theory:Here are some articles about the power of Content Marketing: http://www.marketingjournal.org/the-power-of-content-marketing-jon-wuebben/ https://blog.markgrowth.com/20-stats-that-show-the-power-of-content-marketing-in-2018-c2aaa7e1d13a https://contentmarketinginstitute.com/2017/10/stats-invest-content-marketing/