You need to be able to paint a picture of your target or niche market - what they look like, think about, like to do and so on. The more detailed you can be, the better marketing message you can craft and the more powerful your marketing communications will be.

You may have a good understanding of your target group already - via past and present experience with clients, research you may have done, or your customer database.

If you don’t feel you understand your target or niche group, then talk directly to your clients and ask them. Ask your salespeople or receptionist for any insights they’ve gained from dealing with customers. Take a look at any client data you may collect and try to figure out patterns and similarities from that.

If you don’t have clients yet or don’t know a lot about your target group, then do some research. Check out competitors’ websites, magazines, trade publications - anything that talks about people in your niche or target group.

Take the time to understand your target or niche group and your marketing and business success will reflect this effort.