How To Talk To Different Types of Customers

At Brand Accelerator we are working with a new client to create their brand position, marketing strategy and messaging. This client has three different types of customers, and they all come to this company for different reasons. “How” the CEO asked us, “are we going to pull this all together?”

Good question.

This is a challenge that lots of businesses face. If you have different types of customers, with different pain points then you need to create different messaging for each one. Then you need to look for a unifying theme among all your customer bases and use that message to create an overarching positioning statement for your company.  

Since it’s Valentine’s Day, let’s say you own a jewelry store, and your customer base is 50% men and 50% women. When you communicate with the woman you need to talk about purchasing jewelry to treat herself, or to make her feel beautiful. When you talk to men you could talk about how your jewelry will make your wife feel beautiful and happy. (Because every husband wants to make their wife happy right?? LOL!)

But how do you promote the overall store? As I mentioned above, you look for what both customers have in common and create an overall message that speaks to both of them. In this case it might be “Beautiful jewelry for beautiful people.”

This is a really basic example. It’s not always this easy. Sometimes, it’s a challenging process to figure this out, but if done correctly, it can significantly change your business. 

If you need help creating brand positioning, marketing strategy and messaging for your business, contact me at

About the Author: Meg Huwar is a small business marketing expert and Principal of Brand Accelerator. She and her team work with companies who want to market their business but don’t have the time, experience or staff to do it themselves. Meg can be reached at or 412-848-8822.

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