We know Mel pretty well by now. Knowing where he hangs out, what type of information he likes, what his goals and values are, his possible barriers to entry, and his fears, we can tailor make an ad campaign or specific content that will appeal to him and make it easier for him to both trust us and buy from us.

You can create dozens of customer profiles. In fact, you should. Most niches are not so narrow as to appeal to only one segment of the population. I have found that making up these imaginary customers is actually quite entertaining.

My recommendation is to create a template of some kind, using the information found within this tutorial to standardize your 'customer profiles.' That way, when you're preparing a specific campaign, you have something to reference during the copywriting phase of the project.