How to find your marketing targetWhen small businesspeople start looking for their prime marketing target, they may actually end up with several sub-sets. This conclusion may be reached after a creative session or two in which the initial and bigger target audience is found to have several different profiles that overlap. The trick is to elicit results from smaller market segments in your business that are most likely to buy what you have to sell. By focusing individual ads on a number of these segments, you can hit their needs more precisely and get better results than you would from a more general type ad. Even the big retail Sunday circulars consider each page (or fraction) as an ad, breaking up offerings by product line. As a small businessperson, you get to know your customers, their backgrounds and tastes. While waiting on someone, either in person or on the phone,most salespeople dismiss the polite conversation about products and needs. Instead, they should be writing this information down so you can examine customer comments and requests on a regular basis. Then, it's simple to see the 15 requests last month for a particular item (or service) that you didn't have on hand. This is how opportunity knocks and another marketing target is born! Caution: don't get overwhelmed with too much information! Need some more help? Please use the
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