When you market or advertise your business, it makes sense to pin down your ideal customer. You will know exactly who you should be aiming your campaign towards and you can focus your efforts on targeting the right people.
When you went into business, you probably spent some time thinking about who you would target. Who are your products and services intended to serve? Who are the people who will need them? Why would they want to know what you can offer?
One good strategy is to create a customer avatar. Draw your ideal customer and put some thought into their attributes. Think about everything, from their career to their favourite TV programmes. When you are writing content or devising a campaign, have this person in your mind and constantly think about whether the content you are creating would appeal to them. This will make it more human and more relevant, increasing your success rates.