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Don't launch an advertising program until you know <i>exactly</i> who your customers are.

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Before you spend a lot of money planning an advertising campaign, you must know who is most likely to buy from you. Ask yourself the following questions:

  • Who will buy my product or service? Am I selling to individual consumers or to businesses?
  • Why will they buy it?
  • Where and how do my competitors advertise?
  • Am I positioning my product or service correctly? If you face a great deal of competition, you might want to look for a market niche.

Excerpted from Starting a Home-based Business