# Module 01: Who Are You Selling To?

**Build Your AI-Powered 90-Day Marketing Campaign for the Holidays**
Branches B1 · Facilitated by The Creative Strategist

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You already built your Master Brain, so AI knows your business in general. This module is about something narrower and more useful: **who is buying from you in the next 90 days, and how they are different during the holidays.**

Your customer in November is not the same person as your customer in April. They are in a hurry, they are buying for other people, they are comparing more, and they are spending money they already set aside. That changes what you say to them.

**A note on these questions.** Most of them are open boxes on purpose. There is no right answer and no list to pick from, because the thinking you do here is what makes your campaign sound like your business instead of like everybody else's. Write in your own words. Rough and honest beats polished and vague.

Thirteen questions.

*About 20 minutes.*

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## Part A: What You Sell and Who Buys It

**1. What are your top two or three sellers, and roughly what do they cost?**
Just the ones that actually move.
*Example: "Custom cakes, $180 to $400. Cupcake boxes, $45. Cookie trays, $60."*

**2. Who bought from you last holiday season, and what did they buy?**
Even a rough memory helps.
*Example: "Mostly moms ordering birthday cakes, plus a few office parties in December."*

**3. Compared to the rest of your year, last Q4 was:**
Pick one, then add detail.

- [ ] Much busier
- [ ] A little busier
- [ ] About the same
- [ ] Slower
- [ ] I did not track it

**Add detail:** if you know roughly by how much, or which month was strongest, say so here.
*Example: "December was my best month, maybe double a normal month. November was flat."*

**4. Do people buy your thing as a gift for someone else, for themselves, or both?**
Pick one, then tell us which products fall on which side.

- [ ] Almost always a gift for someone else
- [ ] Almost always for themselves
- [ ] Both, roughly evenly
- [ ] Depends on the product

**Which products land on which side?**
*Example: "Custom cakes are always gifts. The cookie trays people buy for their own family."*

This question matters more than it looks. Gift buyers are worried whether someone else will like it. Self buyers are worried whether they deserve it. Those need completely different words.

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## Part B: The Honest Part

**5. What is the most common reason someone hesitates or says no?**
The real one, not the polite one.
*Example: "Price. They think a custom cake should cost $60."*

**6. If someone does not buy from you, what do they do instead?**
Another business, a big box store, a DIY version, or nothing at all. Naming the real alternative tells you what you are actually competing against.
*Example: "They buy a grocery store cake for $30, or their sister-in-law makes it."*

**7. What do you wish more customers understood about what you sell?**
This is usually where your best marketing message is hiding.
*Example: "That it takes me nine hours and I use real butter, not a mix."*

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## Part C: Getting Specific About People

**8. Describe your single best customer. The one you would clone if you could.**
Not a category. An actual person you can picture. What are they like, what do they buy, why are they easy to work with?

**9. Who is NOT your customer?**
Just as important. Who wastes your time, haggles on price, or is never going to be happy with what you do? Being clear here keeps you from writing marketing that attracts the wrong people.

**10. What does your customer do in the two weeks before a holiday?**
Think about their actual life, not their shopping. Are they stressed, traveling, hosting, working overtime, managing kids off school? This tells you when to reach them and what tone to use.

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## Part D: What Has Changed

**11. What has changed about your customers in the last year?**
What they ask for, what they will pay, how they find you, what they care about. Anything you have noticed shifting.

**12. Where do most of your customers come from right now?**
Tick all that apply, then rank your top three in the box below.

- [ ] Word of mouth and referrals
- [ ] Instagram
- [ ] Facebook
- [ ] TikTok
- [ ] Google search or Google Maps
- [ ] Walk-ins or foot traffic
- [ ] Repeat customers
- [ ] A community or church group
- [ ] Networking or BNI
- [ ] Email or text list
- [ ] Other: ________________________

**Your top three, in order, and roughly what share each brings:**
*Example: "1. Word of mouth, more than half. 2. Instagram, maybe a third. 3. Walk-ins, the rest."*

**13. If you could ask your customers one question and get an honest answer, what would you ask?**
Whatever you most want to know and have never asked. You are going to get a chance to actually ask it later today.

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*Next: copy your prompt and paste it into your **My 90-Day Campaign** project in Claude. It will build your Q4 Customer Report.*

*The Creative Strategist · A Branches B1 Program*