To ensure success for your marketing plan you need to get the right message, to the right person, in the right place, at the right time. That’s quite a lot of hurdles to overcome. An accurate client avatar makes it far easier to overcome those hurdles and ensures your marketing is more efficient and effective.

There are two main types of buyers in any marketplace: transactional and relational. A transactional customer is the type who is first and foremost interested in price... perhaps a few other things such as speed of delivery and lack of hassle... but primarily price.