2. Who and where are your customers?
What’s in this chapter for you
‘One of the cardinal rules in marketing is to know your customers better than the back of your hand. Never second guess them. Don’t claim to speak for them. Just get off your butt and find out all about them.’
– Jane Sellars, founder of a successful mail order company
Know thy customers
The first stage in marketing (after you have persuaded yourself that it is indeed important) is to do some research. The most important thing you need to know is who your customers are.
What do you know about your customers? Do you think you know enough? How could you find out more?
Think about your current customers ...