Most business owners think of their customers as a group of people and communicate to them as a group. This is a deadly mistake. In order to best persuade a large number of people to buy your product or service, you must develop a voice or communication style and sequence that “speaks to” each Prospective Customer in a personalized way. Start by creating a “Customer Avatar” – or a mental image of a person who is a combination of those highly individual characteristics that make up a good Prospective Customer. Then “script” the communication sequence with them, from the CUSTOMER’S point of view.