When small business owners 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 different individual ads on a number of these segments, you can hit potential customer needs more precisely and get better results than you would from a more general type ad.
Even the big retail Sunday circulars and major retailer catalogs consider each page (or fraction) as an ad, breaking up offerings by product line.
In addition, it can be helpful to examine your customer list (if you have one). You might find that sales in one department are very strong and come from a certain type of people.
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 different product choices and needs.
Instead, they should be writing this information down so you – the owner or marketing person – can examine customer comments and requests on a regular basis.
This is how opportunity knocks!
Caution: don't get overwhelmed with too much information!
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