Finding the Right Message isn't enough if its going to the Wrong Prospect.

So often business owners some up with a pretty good message using good media, then they mess it up by hitting the wrong targets.

Dan Kennedy warns against hitting targets "that don't matter." He says that "Smart resource allocation can transform a business or sales career almost overnight.After all, you have a finite number of dollars and hours. You must use them wisely."

Give yourself permission to go after the client/customer that YOU want. Don't let others tell you who you SHOULD be serving. Its your business. Your capital.

Exclude the majority of people who aren't your best customer.

Dan Kennedy often gives a famous example of a carpet cleaning company that marketed in the "neighborhood" in the two miles surrounding the store. Not much response.

Dan then took the owner out to survey the area he was marketing to. It was no wonder no one was buying carpet cleaning services. Most of the neighborhood was in disrepair. Old cars. Uncared for lawns. The last thing these "potential" customers were thinking about was clean carpets.

Its not enough to have a great message. That message must be delivered to the right prospect.