First you need to 'segment' your market - group potential clients who have shared interests or values: this might be by industry sector (retail, office, residential), or by client type (private-domestic, commercial developer, public sector) or geographical location (local to your office, regional UK, international). Then 'profile' that group - identify who they are and research the issues they share.
My clients are architects - so I make sure that all my marketing material includes a sexy image of a building:
This usually grabs their attention. It does not have to be a building, and it is not always appropriate to be promoting a particular architect, but images work well for my target clients. For my Christmas cards, I have commissioned a range of colourful kitsch Christmas images:
As I write my Christmas message in my cards, I am now thinking through what issues are most affecting architects at the moment - and what service might they need in the New Year? I am taking the RIBA Business Benchmarking report as my starting point, and know that 60% of architects practices do not have a business plan. So my marketing message will be about planning for future success, and perhaps reminding people about the courses I run in central London. I always feel the start of the year is a good time to review business and adjust objectives for the coming 12 months.
Please contact me firstname.lastname@example.org if you would like more information.