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On Target

3 ways to narrow your marketing focus.

This story appears in the January 1998 issue of Business Start-Ups magazine.

Whenever I appear on radio call-in shows, I'll invariably get a call from someone with a big idea. He'll say, "I've got the greatest product. Businesses, parents and kids can all use it; I can sell it to everybody." And I say, "Congratulations. Do you have $5 million to launch it?" Because the cost to reach "everybody" would be unimaginable.

Nobody can market to everybody. That's why target marketing is so important. "Target marketing" simply means identifying the narrowest possible target audience for a product or service and making them the focus of all your marketing and sales efforts.

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