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June 02, 2014

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Stan Dubin

In the last few months, I've read a number of copywriters (from Copyblogger and elsewhere) who are now positioning marketing as communicating to ONE person. Their idea is to determine who your ideal customer is. As one would with a group of buyers, find out all you can about this "person" and then write copy as if you were communicating to that one individual.

An interesting approach. From a communications strategy, it does make sense to speak (write copy, lecture, etc.) as if speaking to one person. But I'm not sure about it as an overall marketing strategy.

What do you think David?

Stan Dubin

fast note: I clicked on "comment feed" to follow the conversation and it sent me to a page of XML code. Tried three different times.

David Meerman Scott

Stan, Thanks for this question.

I do not agree with the concept of only ONE person to communicate with. Most organizations have multiple buyer personas so focusing on one doesn't work so well. For example, a hotel might sell to a family going on vacation, a business traveler, a couple looking for a place to hold a wedding reception, or an event planner looking for a venue for a conference. There is no one buyer there so content needs to appeal to these different personas.

Marketing needs to focus on content for buyer personas and sales needs to focus on one buyer at a time. But neither can assume that a buyer is only one demographic.

Maksim

Interesting article, hope to see more as such.

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