The most effective marketing on the planet deeply resonates with prospects and customers. And to make your marketing resonate you have to take the time to get to know your customer so that you can speak to their hopes, dreams and fears.

Getting to know your customer is just the beginning. If you get inside of their heads you have to build a archetype that captures various aspects of all your customers and makes them into a person.

Yes I am telling you to create a imaginary friend. 

The process of getting to know your customer takes time, and is a iterative process. It cannot be done in one afternoon over a coffee, but is a process that must be revisited on a regular basis.

Let’s use a dating example to drive this point home.

When you are dating you can’t expect to know everything about the person in one date.

And you don’t go from single meeting to marriage.

Relationships take time to develop and mature and getting to know your customer is no different.

First you must find out who your best customers are to and build a archetype around them. If you fail to do this step you may run the risk of speaking to and attracting customers that you don’t want.

The best way to figure out who your best customers are is by conducting a RFM analysis on your Infusionsoft database. If you want to learn how to do a RFM analysis the manual way check out this link. And if you want to really go deep I would highly recommend joining Jermaine Grigg’s Automation Clinic.

After you find your most valuable customers (the 555’s from the RFM analysis) you want to reach out and get to know them.

I personally think the best way to do this is getting on the phone when them and having a conversation with them, but you can also survey them using Infusionsoft or a survey tool like Survey Monkey

Back in Episode 20 of Infusionsoft Josh Phegan shows us how to do it.

You have to be details. Check out how detailed Josh gets in his Archetype.

Click here to listen to the exact spot where Josh dives in

As you can see Josh literally fools me. I think he’s talking about a real customer, but he is talking about his Archetype (or Avatar as he puts it).

I’m curious what your customer archetype looks like? Let me know in the comments.

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