One of the great myths in marketing & sales is that generating lots of 'leads' or 'awareness' for a product automatically translates into lots of new business. But quantity does not equal quality.
The truth is this: if you don't have a clear de nition of who your ideal customer is, why they buy, the language and stories that are meaningful to them, and where they live, you won't find them.
Use this worksheet to help.
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