Top business advice from David Meerman Scott, bestselling author of The New Rules of Marketing&PR. Join him in this show as he talks about why you need to identify your customers. See more business news television shows featuring these experts, as they give their top expert business advice at http://www.yourbusinesschannel.comDavid Meerman Scott: Sure. So if I were advising small business people, a small business person I would say the first thing and the most important thing before you even try to create any kind of content at all is to step back and understand who are your buyer persona’s, I call them buyer persona’s. Who are the people that you are trying to reach and I want to know who they are in detail. So for example if you are running a small hotel I don’t want you to create information about your hotel online until you can tell me who the specific buyer personas of the people who are coming to your hotel are. Perhaps there’s the independent business person who is trying to make their own decision about what hotel they stay at. \n\nPerhaps there’s a corporate travel department that books 100 of room nights a year because their corporate headquarters is right near the hotel. Or a young couple planning on getting married might be a third buyer persona and they are looking for a hotel ballroom to have their wedding reception. Another buyer persona might be people who want to have a corporate event in the hotel ballroom. All of those or a family on a vacation is a fifth buyer persona.Once you know who your buyer persona’s you need to interview those buyer personas’ representatives of those buyers and find out who they are and what are the problems that they have that you your organisation your product and service can solve in their words. I want to know in their words notyours because we are not going to be egotistical with the content we create. We are going to create content that is in the words of our buyers. Then I want you to stop talking about what your products and services ... advice, business, buyer, channel, david, expert, experts, marketing, meerman, news, persona, pr, scott, show, small, tv