Do you know who your business is targeting? I am not talking about core groups or millennials versus baby boomers, I am talking about getting really personal. In order to be sure that you are targeting the right people you must personalize your targeting efforts. I am talking about creating buyer personas. So, why do you care about this, well a well-crafted buyer persona allows you to personalize your marketing messages down to the customer’s behaviour patterns, motivations and goals.