The most successful marketing campaign is one that reaches your target customers. In order to reach them, of course, you have to identify them. It sounds simple, but ask yourself, How well do you know the demographic you serve?

Through their work with E-Myth consultants, the principals at Anderson-Moore Builders in Winston-Salem, N.C., realized they needed to tackle that question. They developed this "customer demographic form" as a way to keep track of trends and traits of their customers.

Going back to profile all their past customers proved to be too difficult and time-consuming, so they're looking ahead, filling a form out for each client they meet with, including ones who don't sign a contract. They've only been doing it for about eight months, but they expect that over time, the process will provide them with an accurate picture of their "ideal" customer. Click here to view the form in PDF format.