Course objectives:

This practical 1-day workshop will help you define your target market to improve your focus and enable more effective, easier marketing.

Everyone is not your customer.
– Seth Godin

Course content:

  • Market research – opportunities and threats and how it affects your target market choice
  • Segmenting and profiling your market(s)
  • Assumptions and data
  • Picking your segment(s)
  • Persona creation
  • Using your persona

These are the foundations of our businesses, but we rarely get a chance to take stock and plan effectively. Invest time in these fundamentals and you’ll make the rest of your marketing and sales process far more fruitful.

Who should attend:

Perfect for entrepreneurs who are wearing the marketing hat along with all the other hats, or in-house marketers with responsibility for marketing strategy and tactical planning, you’ll come away with real, actionable plans.

  • Ever get the sense that your marketing isn’t quite ‘landing’ with your audience?
  • Are you trying to sell to ‘everyone’?
  • Are your new business efforts feeling fragmented and plain hard work?
  • Do you want to grow your business, but you’re not sure of your direction?

These can all be symptoms of needing a clearer targeting strategy. Without it, you can waste precious marketing and sales time, pour budget down the drain and leave employees demotivated from interacting with customers that aren’t right for your business.

This practical workshop will give you clarity on the best type(s) of customer for your business so you can convert better and ultimately make more money. You’ll take away practical tools you can use again and again in your strategic marketing planning. You’ll pick who you want to focus on right now and plan ways to tweak what you’re doing.


This is an intermediate course.

Your course leader:

Neina Sheldon is a professionally qualified marketer and copywriter, with over 12-years experience in brand and agency roles, working with companies from a broad range of sectors including education, retail, travel, B2B professional services and more. She loves to bang the drum for the customer and is happiest when she has the opportunity to use customer insights to illuminate areas of potential for brands and to strategically plan for their improved performance.


9.30 am – 4.30 pm


Newcastle, Carlisle, Edinburgh, Glasgow or in-house.


£295 + VAT

Discounts available for 2 delegates or more from the same company.

Delegate numbers:

These courses are highly interactive and therefore limited to 10 delegates.

Course dates:

Take a look at our calendar to find open sessions or book a bespoke package which can be delivered in the context of your business practices. If there are no dates currently available please register your interest in this course and we will let you know once more dates become available.

Booking on this course:

To book a place on this course just email us and we’ll sort out the rest from there.


Once a date has been confirmed you will be issued with an invoice and payment is easy by either, BACS transfer or credit/ debit card.

Refreshments and lunch are included, please advise at time of booking of any specific dietary requirements or special access needs.

Remember we can look at running all our 1-day courses in-house if there are 4 or more people. And if this course doesn’t quite hit the skills gap you are trying to plug we can design a course just for you and your team.

If you would like to discuss whether this course is suitable for your needs or talk about adapting it for a bespoke in-house session please call  +44 (0)7734 222 254 or email