The Power of a Well-Selected Market in Northern Virginia

My mentor Dan Kennedy has said that mediocre marketing that targets a well-selected group of consumers will take you further than superior marketing that targets a sloppily selected group of consumers.

If you're going to invest your money in the creative process of marketing, you have to back it up with the market research to target the consumer base you want.

Kennedy suggested business owners should create a profile of their current average consumer and a profile for their desired client. Take that second profile and figure out why you are not reaching those clients.

You may need to retool your entire strategy or you may just need to add another 500 names to your mailing list. Either way, there is a missing piece not at play.

What avenues have you not tried?

Is your client base one that often uses the internet? If so, have you tried using Facebook, YouTube and/or Twitter? If not, there may be a broken line of communication of which you could be taking advantage. So why wait? Go out and do. Start up the web presence you are lacking.

There are dozens of ways to reach your audience.

Stop wasting dollars on pretty-looking mailings that don't provoke a response from the people who are getting them. Find out how to reach the people you want in your store. Target them, cultivate their interest. They are your herd.

Or, you can always sit around and cross your fingers with the hope that the customers you want will wander in. Maybe you could have the prettiest website on the internet that no one knows about. You can keep on doing the same thing your doing with the same limitations.

Instead, it is up to you to find out what you want and take it. No one is going to do it for you.