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I recently read a great quote that explains a lot about small business success. Dr. William Scholl was a podiatrist who spent his entire life trying to make people's feet more comfortable. During the course of his career, Dr. Scholl was awarded over 300 patents for his various foot–related inventions, and sold millions of his "Dr. Scholl's inserts." This was a man who knew a thing or two about business success. His motto? "Early to bed, early to rise, work like hell, and advertise."
Too often, a business either fails to advertise sufficiently, or its advertising is wasted on a scattershot approach that fails to focus on the business' best prospects — the people who are ready, willing and able to purchase its product or service. Instead of targeting marketing to a specific audience, these companies target a mass audience in an attempt to reach everybody. Often, they reach nobody.
The way to avoid this unenviable fate is really quite simple. You must, before anything else, define your target market. You have to decide things such as: