12/09/2007
What's Your Marketing Plan For 2008?
| As I was looking for an inspiration quote for this week's issue, I came across something that is incredibly timely and relevant: "I cannot give you the formula for success, but I can give you the formula for failure--which is: Try to please everybody" (attributed to Herbert Bayard Swope). As far as business and marketing, I applied this to defining a market and focusing on them rather than on the "throw it all out there and see what sticks" method of marketing I think we've all been guilty of at some point. Have you defined a niche or sub-market in your business? Sometimes it is scary to narrow down because we mistakenly think this will narrow down our business prospects. But the fact is you're actually increasing your chances for more and better clients - clients whose needs are perfectly suited to what you are offering. It's not enough to say that "anyone" or "everyone" can use and benefit from your services. Who are they? Where do they work and what do they need? The better you can speak to them - and not "everyone" or "anyone" directly - the better you will attract the clients who are desperately seeking you. So think about "niching" it and watch some great changes come your way. |
