While companies spend a great deal of time trying to educate customers and make sure customers understand their product / service, an equal amount of time should be spent trying to understand the customers themselves. Educate yourself on customer behavior, demographics, and general interests. More than simply building a customer “archetype”, understand how customers interact, understand their histories, and understand who are the decision makers within an individual group. The more quickly this analysis can be achieved, the easier the marketing effort.
Avoid This: Don’t assume all customers are the same. Understand the significant differences amongst your customer groups. Acknowledge their uniqueness. Find small ways to acknowledge these differences to customers and at the same time market to these individual interests.