The New Year is almost upon us. That means it's time to look back on the previous year and to look forward to what's in store for 2016. 

Let’s be honest. Though brands and product lines are important, potential buyers care more about what innovative foodservice equipment can do for them than they do about your company or story. No offense, but they really don't give a shit.

If the most important aspect of persuading your target audience is identifying who your audience is, then the second most crucial concept is knowing what to say and how to say it.

Word choice isn’t the simple selection of what sounds good. It isn’t picking phrases that are easy to read or are part of a pool of marketing jargon. Choosing the right word is a psychological challenge that any marketing or communication specialist should understand, if even on a basic level.

Understanding your target audience and your buyer personas is critical. In fact, the most important piece of any content is the reader.

Buyer Personas are critical to the overall success of your Foodservice Equipment marketing strategy. If you don’t know your target market, then you are wasting time and money.