Enthusiasts, people who love spending money on their hobby, respond well when invited to adventure farther or deeper and meet new challenges in pursuit of their favorite pastime. Activities such as clinics and outings for wildlife photography, sports shots or photojournalism capture imagination of this group -- and get them to spend more money. Since this segment loves exchanging tips and sharing their passion, an online discussion group and an email newsletter containing picture-taking techniques would earn their devotion to a Web site.

Finally we get to geeks, experts, pros, who usually have a rough idea of what they want and might be narrowing down field to one or two models or manufacturers. They're ones that all that "APS 505 AiAF f/2.8 2x" speaks to. I doubt very much they represent majority of camera buyers, or that they bring a merchant greatest profit, since they're probably skilled comparison shoppers. Nearly all sites I looked at mainly appealed to geeks. And I think this was unintentional, due to camera store owners belonging to this category themselves.

Don't pick out one audience only unless that's your strategic choice. By combining approaches on your Web site, or on a brochure or sales sheet, you can lasso all levels of customers -- beginners, enthusiasts and geeks.

What's result? Hey --- before you know it--- your business is whizzing along. What did it? Constant, easy-does-it, don't-think- about-it-just-do-it marketing.

=> Watch your mental images

Who's in your head? Two of you. Your brain has two halves, so you're two people. Truly. There's left brain analytical you, and right brain creative you.

Your right brain has charge of your subconscious mind. And if you sabotage yourself, your subconscious is what's doing it.

I found writing exhausting for years. Even thinking about writing made me tired. I dieted, started new exercise programs, gulped vitamin pills, got more sleep. Didn't work. I'd finish a few hours of writing completely worn out.

Then an image formed in my mind. The image of a mountain climber, toiling up rocky slope of a steep, ice-covered mountain.

Numb fingers. Aching legs. Deep crevasses on either side of me.

That explained exhaustion. My subconscious equated writing with mountain climbing.

So I changed my image of my writer-self. My new image is of a seed-sower, walking along rows of a tilled field. The field has black, rich soil. I scatter handfuls of seeds from a bag as I stroll along in warm sun.

This new image makes me feel pleasantly relaxed.

It works. Writing no longer makes me tired. I'm just ambling along, scattering seeds.

If you find marketing difficult, ask yourself what image you're holding of marketing.

We all form images via our right brain. The left brain suppresses them (this takes energy) or puts them into words.

If you ask yourself, you will get an image. If image is unproductive, like my mountaineer, change it.

So there you have it. Marketing in a nutshell. Only two things to monitor: how often you market, and whether you're sabotaging yourself.

Now stop reading and go market your business!

***Resource box: if using, please include***

Author and copywriter Angela Booth crafts words for your business. Words to sell, educate or persuade. Contact her today for a free quote:

http://www.digital-e.biz/

Free ezine: Creative Small Biz --- subscribe at: http://groups.yahoo.com/group/Creative_Small_Biz/

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