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Specialize your marketing

"It is said that if everyone is your customer, then no one is your customer"
-- Timothy Ferris, author of The 4-Hour Workweek: Escape 9-5

Consider specializing, at least in your marketing. The first step is to figure out who your target market is, contractors, nursing home residents, food service business owners. Then, tailor your message to that market. When you do that, you send a clear message to the people you want to send, rather than a watered down message to everyone. When you focus on a narrow market you can more effectively choose an outlet (you know where to find them), more effectively engage people (great energy and message when its a group you want to work with and know what they want to hear). Consider markets in which you have a strong interest, markets that already know you, market that have a need you realize you can fill, and market that find you naturally. 

Tip courtesy of Dayanna Moreno of Moreno Law.

Published March 3, 2011

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