An exercise for I'd like you to build a persona for your business, you can download the template here. Take a minute to create a persona for your own business. Focus on the buyer address the who, where they work and why you think they're an ideal target for your product. These are the demographics and psychographics. Don't be afraid to make a hypothesis based on data you know and assumptions you've made. This is your starting point.
Your messaging must always be grounded in the target audience persona. If not, your marketing efforts will miss the mark. The output of your persona exercise will be an important ingredient into shaping the message box template that we'll be exploring shortly.