If you have a business, you have a dream client. No exceptions. And for many business owners, defining your dream client can feel like a bit of a daring thing to do. Here's how to do it. And why your business depends on it.

Actionable marketing personas dig beyond what happens in the moment a buyer is deciding whether or not to buy. These personas dig into who these people are and what's important to them.

Whatever you call them, you need them. Your marketing personas form the basis of your marketing and sales strategies (and, increasingly, those two might be one big old strategic plan). The most common pitfall in crafting personas? Focusing on what happens in the buying process without focusing on who these people are.

You have a business/product/service/blog/something. You know who it's for. You've carefully researched what's important to them, which social channels will help them find you. You've designed this something to meet the problem(s) most vital to (some aspect of) their very existence.

Here's the thing. You also have to tell them that it's for them.

It might seem like this goes without saying, but...before we market something we've got to know who it's for. Too often, we jump right in to the marketing stuff without getting clear on who we're talking to. This is especially risky for small businesses, nonprofits, and artists who are even more strapped for time and funding than the average in-house agency. Marketing personas can help.