In a time not too long ago, in a place not too far away, Eunice Jones made a phone call to an insurance company and spoke to … another person! A human, just like her. A being with thoughts and feelings. Someone whose spontaneous responses to her questions reflected a true understanding of her situation and a genuine desire to make her happy.

Incredible as this may sound, Eunice was not taken aback by this. Nor was she alarmed or confused. Instead, she simply went about her daily business, knowing that the insurance company regarded her as a VIP and could always be expected to treat her as such.

Eunice’s next-door neighbours, Bruce and Val, were about to go on holidays. With trusty old Viscount attached to his beloved HG, Bruce drove down to the local service station to fill the tank.

Not only did the attendant pump the fuel himself, he also washed the windscreen, checked under the bonnet and, after wishing Bruce carefree driving, gave Val a wink and a packet of barley sugar to eat on the way!

“Surely not,” you say. “How could this be? What strange lives these ancient peoples lived.”

Of course, today things are different. We’re blessed with super technology that automates responses and enables us to fly through transactions at the speed it takes to punch a number.

We’re empowered to do most consumer-oriented tasks ourselves, from scanning our own groceries to electronically banking. And, if we ever get confused by the process, we’re encouraged to “Please stay on the line as your call is important to us and will be answered by the next available operator.”

Imagine a modern day business operating in an old-fashioned way when it came to customer service. A bank manager who remembered your name. An insurance executive who personally visited you after a loss. Sales people who made shopping for small ticket items as enjoyable as shopping for the big ticket things.

What a point of difference!

Could your business measure up to Eunice’s expectations? Would Bruce and Val be your biggest fans?

If not, maybe it’s time to take a look back in time for an old-fashioned new way of thinking.

Understanding your target market is one of the sales basics. Knowing who you’re trying to sell to and what makes them tick enables you to engage with them and convey your message more effectively.

Often though, target markets are so broadly defined that they become like bricks in a wall with no personality. But it’s the personality that you need to reach in order to sell your stuff. So, instead of looking at your market as a bunch of people, look at it as just one person. 

For example, let's call her Eunice.

Now, make like a mind reader and get inside her head.

• What is important to her?
• What is her life like every single day?
• What makes her happy?
• What makes her sad?
• What makes her ANGRY(!!!)?

Check out her friends. Who does Eunice hang out with and what attracts her to them?

Next, think about the problem Eunice has that will be solved by using your product or service.

• Does she suffer with arthritis but is wary of doctors?
• Is she generous to her grandchildren but sometimes has trouble finding the perfect gift?

Whatever the problem, you have the solution for her - after all, Eunice is your Target Market!

Now let’s make it really interesting …

As the title says: If your Target Market were a celebrity, who would it be? Taking into account all the characteristics of your target market personified (i.e. your 'Eunice'), who in the public eye best captures that market?

Could it be Paris Hilton, Princess of Fashion? Perhaps Will Smith, all-round nice guy who can kick butt if he needs to. Dave Hughes for the angry man next door or Julia Gillard in a power suit? Dame Edna would be interesting … if she’s your Eunice, marketing’s going to be a blast!

Basically, it’s all about connection. Connecting with your market, looking him (or her) in the eye and making his day.

Who’s your Eunice?