As a Marketer for 20 years, your story warms my heart. I'm sorry you didn't know before you started. I am now also a business coach and the first thing I do is to discuss the customer avatar. Too many entrepreneurs just breeze past this important detail but in my coaching experience, sales problems are almost always due to a problem with the target. Sadly, many of my clients have also wasted money before we work together on marketing done wrong (websites, ads, etc). Bravo for a great understanding of the right (and wrong way) to do it!