Company Section

The header part of this document contains information about your company

Company Mission Statement & Purpose;

“Why” this creates the market positioning / motto / goal:

Company Target Location:

Local, multi-locale, national or international

Keyword Qualification Matrix: © 

This way to do this is very simple and efficient.

When you understand the core words that hold a conversation together. You can use these words throughout all your media to target a specific audience.

The method is simple.

You have 4 properties to a keyword,


  1. description,
  2. type,
  3. purchase intent
  4. location


the combination of these words create targeted phrases.

Here is an example. Pay attention to bolded word at at each section

  1. Description keyword: Searchers specify what they looking for
  2. Type keyword: Searchers will specify the object type.
  3. Purchase Intent keyword: Searcher specifies what type of transaction looking for
  4. Location keyword:  Searchers specify where they looking for object

The audience we after are folks who are looking for “ BEST APARTMENTS FOR SALE IN NEW York

Typically any keyword tool will give you a TYPE (2) keyword.

Your goal is to identify the words the target audience uses.

Product(s) or service(s) section - the remainder of this document is a section regarding products and services; this section should be copied and completed for each product or service - if there are too many products / services to make this feasible then there should be a section for each group or category of products / services

1.  The Product:

Product Name:

How much does your product cost?

Top 3 Competitors, Positioning and Price (do google search)

#1 -

#2 -

#3 -

What does the product or service do? (elevator pitch) (i.e. What are you selling?)

Compare your price with competitors price; elaborate on the why behind any substantial price differentiation:

2.  What problem(s) does the product or service solve for customers?


What benefit(s) does it give customers? (i.e. What’s in it for me?)

Why should I believe you?


Collect Benefits Keywords:

3.  Features (consider components, qualities, technical specifications, and manufacturing process)

4.  What (if any) is the USP/positioning of product or service?

  1. What benefits differentiate the product/service from everything else on the market?
  2. Which features differentiates make it unique on the market?
  3. What consumer pains does this product or service solve?  
  4. How?
  5. Is there an irresistible offer?


Collect Positioning Keywords:

5.  Find The Pain Questions Being Asked

Use the keywords discovered in https://www.digitalmarketingtoolbox.app/ Questions:

  1. Products:
  2. Problems:
  3. Benefits:
  4. Features:
  5. Position:

6.  Every Question Needs A Solution

  1. Pains that need solutions:
  2. Customer Preferences
  3. Customer Caveats / distaste
  4. Questions for further reference:

7.  Personify the ideal customer for this product:

The purpose of this section is to actually draw a picture of the person that represents your target market.    

Things to consider are:

  1. Age
  2. Income
  3. Gender
  4. Education
  5. Desired Lifestyle
  6. Degree of Achievement
  7. Market Life Cycle Status / Recurring Trend - If your market has a life cycle that people travel through; at what point is your target market in for this product; example - debt market: no credit; good credit; abused credit; credit repair; etc

How to Create a Marketing Persona

Step 1:

Who Is the customer/prospect?

Step 2:

Online Research: How does the customer/prospect buy?

Step 3:

Create your Customer Persona / Avatar

The following section is a resource to assist you in thinking from different perspectives.

You do not need to answer all the questions! Haha.


Back Story

Personal Life



Web/Purchase Behavior


Goals, Challenges & Pain Points

Product Insight/Objections to the Sale

Questions to Ask Your Marketing & Sales Teams

Ways to Find Your Audience Online

Why Define Your Target Audience?

Creating Your Target Audience Definition

  1. Your product or service
  2. Your main audience demographic
  3. Your content's mission

Tactics To Find Your Target Audience