This post is Part One of my extended article, Getting more Business in 2013.  To see the rest of this article, click here

How To Get The Most Out Of Your Marketing Budget

• Understand clearly who your customers are.  Write a specification for your ideal customer. What they are business or consumer or both; what size they are; what do they do; why do they buy from you; what do they buy from you. Once you have a clear idea ensure that all the rest of your activity addresses this ‘ideal customer’ wherever possible.
• Review all marketing messages.  Ensure that they speak to the range of customers you have or are targeting and that they address an issue that the potential client has.

• Differentiators.  Ask yourself why am I different from my competitors?
Why do my customers come to me and not my competitors?

This article originally published in Boosting Your Business, the house magazine of UKBA


2 Responses to “1.Messages/Targetting”

  1. 1 Ask Dan December 24, 2012 at 9:36 am

    Hello Martin,

    You are spot on concerning the USP. Most companies claim to have a USP, but when you look at the detail, they are so close to their competitors, that a customer could not easily tell the difference. So in reality it is not a USP.



  2. 2 Martin Parry December 24, 2012 at 11:10 am

    Hi Dan

    Your comment is quite right. Businesses also use words like customer service, quality and best price: These all tend to be emotive terms that can’t be supported or measured.

    Merry Christmas to you, Martin

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