The Ultimate Marketing Engine by John Jantsch

Author:John Jantsch
Language: eng
Format: epub
Publisher: Harpercollins Leadership
Published: 2021-07-08T00:00:00+00:00

FIGURE 3

You can find the Customer Profit Matrix worksheet at theultimatemarketingenging.com/resources.

Must, Nice, Ideal

Now that you have a sense of who or what makes an ideal customer for your business, let’s dig in and develop some defining characteristics that you will use in the language and messaging included in many of your marketing tactics.

While the goal is to attract as many ideal customers as possible, it can be helpful to think in terms of layers, or, as I like to call them, “buckets” or “characteristics” that help you define and communicate with your ideal customers.

Think about the traits that your customers must have, the traits that are nice to have, and the traits that are ideal.

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