This is mind reading for good.

I and my four teammates went through an exercise that required to describe the target audience so well, that as a marketer you would only use the words, images and messages that totally resonated with them and would inspire people to take action that they would otherwise not be willing to take.

Our campaign was about inspiring people to do small changes in their everyday life that would help the environment, be easy, save them money and time, as well as make them feel as being part of something bigger and thus — spreading the message to more people and involving them.

When my teammates started to describe the persona we would target, it went something like this:

As I listened to their description, I had to laugh. They were describing me, without knowing any of these details about my life, except that I was a woman.

I shared with them a photo of my tomato seedlings that were growing on my desk, near the window, soon ready to be planted in the garden.

This was a huge A-HA moment for me that would change the way I interact with my clients whose behavior I look to change.

When I understand so well who my target audience is (to the point of knowing they “grow their own tomatoes”without them telling me that) — I will be able to help them.

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