You care about your Aunt Sally.

When she comes to dinner, you don’t knowingly serve her shellfish because she’s allergic.

By the same token, any marketing message you try to deliver also needs to be created around specific knowledge of your prospective customer.

Here’s what I mean: Who is the person you are trying to reach? Does she have a name? Of course she does. So start there. If you don’t know her name, make one up.

Download the worksheet as a guide and write down everything you know about her. For the bits you don’t know, guess. (You can research them later.)

The idea is to get a clear picture of the person you’d most enjoy doing business with.

Yes, the requisite demographics will get you started. But dig really deep and add some of the things you just looked at for yourself — things like hobbies, passions and other interests.

What gets her out of bed in the morning? What makes her tick? What problems does she need to deal with?

Where does she hang out? What radio/television/websites does she listen to/watch/peruse?

What personality type is she? Does she prefer to communicate by phone or email? How tech-saavy is she?

You get the idea.