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If you are trying to be everything to everyone you will end up being nothing. Decide who it is you want to target and what you want to target them with - then focus all your marketing spend and effort around reaching those people.

"Targeting you market" is probably one of the most quoted and yet abused laws of marketing. You cannot be all things to all people.

"All people" have different motivators, different drivers, different quality expectations, different needs and different ways of measuring success and satisfaction. The focus of marketing is to deliver what the customer wants in a way that enables you

to make a profit. How can you decide what they want when you haven't defined WHO they are? The first thing you need to do is to determine the "WHO!"

To find your target markets think of groups and types of customers who you can add value to. Customers who have a core need that you can meet and who can afford your product or service. Focus all your marketing activity at these people. If you have selected real targets and profiled your customers accurately then you will be able to decide which advertising media to use, how to reach them, and what key messages you should use to gain a positive response from them.

Here are some easy ways to help you decide who your target markets could include:

• Look through your customer database or invoice book and analyse which groups currently buy your services and products. Think of those who are most profitable and enjoyable to work with.
• Look through the Yellow Pages of your local directory.
• Read local papers and magazines.
• Look at where your competitors advertise and what sort of customers they have.
• Search on the web.
• Visit trade shows or expos.
• Go for a walk or drive around your local area and try to identify people or businesses that would be interested in your services.

Ask yourself, "Could these people have a need for my product" and "What would motivate them to buy from me?" If you follow this process you will end up with a clear list of potential target markets for your business.