Creating a marketing plan will ensure you understand these basic facts BEFORE you do any marketing. Why is this important? Because it is only way you can ensure your marketing will be effective.

No one wants to waste valuable marketing dollars. But that is exactly what many businesses do when they don't take time to figure out exactly who they should be marketing to and what they should be saying.

Without this you are just doing "random" marketing and hoping someone will respond. Why not do "laser" marketing designed to reach exactly type of people who are most likely to respond, and with a message that speaks directly to their needs?

(C) 2005 Debbie LaChusa

Make sure you can answer following 10 questions about both groups of people:

1. Who are they?

2. Where do they live ... work ... play?

3. What problem do they have that you can solve?

4. How does your product or service fit into their life?

5. What else do they buy in your product or service category?

6. Where do they get information regarding your product/service?

7. What is most important to them?

8. What are they most afraid of?

9. What is their emotional connection to your product/service?

10. How will they rationalize purchasing your product/service?

If you can answer these questions you'll be ready to create marketing strategies to successfully win over each group.

(C) 2005 Debbie LaChusa