James Parnwell

James Parnwell

6 Steps to Understanding Your Customer

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Have you ever tried marketing to “get some leads?” And did it perhaps not work out so well? One of the most common reasons for this is because your marketing didn’t resonate with actual humans. So don’t go looking for “leads”, go looking for “people” that you can genuinely help with a fair exchange of trade.

Marketing is a people business first, technology comes second and in this episode of Digital Marketing that Puts People First we talk about possibly the most important part of any marketing effort and that is understanding your customers. 

This is where our tagline of Digital Marketing That Puts People First comes in and if you want to grow your business you first need to have a deep understanding of who your customers are, what their problems are, and how your product or service is going to solve that problem. The better you know this the better your marketing will be. 

As always, you’ll hear from James Parnwell Founder and Managing Director of TheOnlineCo. and Jess Colusso our Sales and Marketing Manager at TheOnlineCo. If you’ve ever struggled to truly understand who your customer is then this episode is worth listening to! 


Key Moments: 

1:46 –  A great example of ‘icky’ marketing – what NOT to do!  

5:09 – The Story Theory  

9:24 – The story theory applied to business  

11:27 – A example of a customer story we have written for one of our customers  

16:24 – Breaking down the customer persona  

22:26 – Combining the big picture and little picture for maximum effect 


Learn More:


James Parnwell
James Parnwell

James is the Managing Director and resident strategist at TheOnlineCo. He is clever and creative with a flair for making complex things sound simple. He has been in the marketing game for over 2 decades and has watched the landscape slowly shift. James has his finger on the pulse of every aspect within TheOnlineCo, meeting with all clients as well as every core team member and strategising a specific plan tailored to each client.

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