Step-by-Step Targeting Techniques

February 2003
by Eric Gelb

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As marketing professionals and experienced publishers know, success is a function of figuring out where your target market is, how to develop and design your books and other information products for that market, and which channels to use to reach the people in it. The following steps will help you through this process and increase the likelihood that you’ll hit the bull’s-eye.


Define Who You Are & What You Know

The most successful businesses possess (or develop) a core competence and differential advantage and serve a particular group. In plain English, this means they gravitate towards their strengths and focus on developing products that emphasize those strengths. For example, if you spent seven years working in a mortgage department in a bank, you probably have a deep understanding of mortgages and the application process. Maybe you have a new model for selecting the optimal mortgage and new techniques for refinancing. What’s more, you probably know what borrowers need to know to select and apply for a mortgage.


Define the Market You Serve

The most important questions to ask yourself are:

What business am I in? Who am I trying to serve? What do these customers need? What do they buy and why?

The more precise your answers are, the more successful you will become.

Let’s follow the mortgage banker example further. Perhaps you served single mothers who work and you can deve…IBPA Members – Click here to view the full article (login required).

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