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They're just not that into you:
Choosing the right target audience

Does it seem like you have a great product or service, but you just can’t seem to break through to the customers you want to reach? Are your promotional tactics under the microscope? (“Maybe I need to pour more money into ads.” “Perhaps I need social media.” “Possibly I should hire a PR agency to get the word out to a wider audience.”) Do you find yourself asking, “Why are they just not that into me?”

Well, if you’ve got a good product or service, maybe you’re just barking up the wrong tree. No matter how great your offering, if you’re promoting to the wrong audience, you’ll never get anywhere. And, this isn’t a problem that only small companies or startups face; Corporations have the same issue, but often don’t discover it because it’s buried under a steaming heap of statistics and reports.

Take a moment to measure your approach to targeting your audience against these basic points below. Are you pursuing the right target?

Once you have whittled the audience down to the right target group and enticed them with a well-honed message, they’ll be like hungry dogs chasing a meat truck. Your customers will be very “into” you. They will be trying to catch you, rather than the other way round.


Next Issue:

Less is more: Best practices for developing marketing collateral

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