You should have a target customer. In fact, I fully believe you should pretend your target customer is an actual person. This is called a customer avatar, which is basically an imaginary friend for your business. Like an imaginary friend, you should understand what your avatar likes, dislikes, what motivates them, and what they need. Every time you draft a marketing message you should be able to pretend you’re talking directly to your avatar. This will allow your dialogue with your actual customers to feel authentic and human.You are doing it wrong if you draft a piece of communication that makes your customer feel like you are performing target practice on them… Read More
Amy Gehling is the founder of Story Seven, a consulting firm that helps clients build and communicate their brands with strategic and visual thinking tools. Since founding Story Seven, Amy has worked with a variety of organizations in tech, innovation, and community builders. Through her work she has been inspired to start Growthology Lab which works to identify and point out some of the common entrepreneurial faux pas, or toxicities that exist in “hustle” culture. Growthology Lab uses satire to not only poke fun of ourselves as entrepreneurs, but also to advocate for a healthier and more sustainable approach to entrepreneurship that suits each individual.