A brilliant business coach recently told me a story about when he was asked to review the marketing for a new, luxury waterfront development, as their current marketing wasn’t working. He quickly spotted where they were going wrong – their brochures were full of young, good-looking guys, standing next to flash cars with gorgeous girls on their arm.
However, when he visited another luxury waterfront development and knocked on a few doors, he discovered that the residents were (in his words) “fat, middle-aged, bald blokes like me, who worked hard and wanted to enjoy living somewhere nice with their wife and kids”.
A million miles from the image of the young dude on the front of the brochure!
To truly connect with your target market, you need to know and understand their story so well that you can paint a picture of what the life they want looks like.