Billboards & Bumper Stickers

Be Specific

"Target your market very specifically," Senjem advises. "Business executives and owners look in specific journals, not in general media or at direct-mail pieces. People don't want to receive junk e-mail. In some businesses, people are successful with `cold calls,' but I prefer to use a soft sell, sending a specialized brochure with a personal letter after meeting the potential customer at an event or being referred by someone."

From the start, keep a detailed database of customers, Senjem advises. This helps you to be specific when sending out a flier or newsletter about a new product or service.

« Previous 1 Page 2 3 4 5 6 7 8 9 Next »

Like this article? Get this issue right now on iPad, Nook or Kindle Fire.

This article was originally published in the December 1996 print edition of Entrepreneur with the headline: Billboards & Bumper Stickers.

Loading the player ...

Do More Homework Before Launching That Business

Ads by Google

Share Your Thoughts

Most Shared Stories

Want Media Attention? Target Trades First
Don't Just Start a Business, Solve A Problem
The 80/20 Rule and How to Supercharge Your Sales and Marketing
6 Things Mark Cuban Says You Need to Be Great in Business
Is It That Important to Be Nice?