In a recent article in VentureBeat, Andrew Jones (@andrewjns) discusses “the dramatic impact of customer identity and personalization.”

“Learning about the customer is a process, just as getting to know someone in our daily lives is. But as we get to know that person, we can also relate to them better, creating greater relevance in ads, web, mobile, and email.”

But how do you start creating a customer persona?

Here are some fundamental questions:

• Who is your prospect? Sex? Age? Race? Country?

• What does your prospect really want?

• What are her hot points?

• What are her top fears?

• What are her top wants and desires?

• What things does your product/service do that she doesn’t know about?

Once you answer these questions, you will know who you are talking to and how you should communicate with them.

A word of caution, entrepreneurs often make the mistake of trying to solve the needs of many customers; they become the “jack of all trades, master of none.”

Don’t be a jack!