When you need to put together a marketing campaign for your business, how do you know where to spend the money? Who are the customers most likely to buy from you? 'Do you know who your customers are?' will help you to build an Avatar which will give you great insight into who your target market is and where they will notice your product/business. Follow the easy steps as set out in the book for every campaign that you run and you will find out who your customers are and place you in a better situation to target them directly.