the episode

There are three questions you need to answer before you launch your next marketing campaign. The questions are simple, but the answers may not be.

Who is your customer? Too often, business owners try to go really broad as they define their target. If you want to create an effective marketing campaign, narrow in on a specific niche. You can always target a different audience with your next campaign.

Who is your competitor? This is not a time to puff up your chest and say, I don’t have any competitors because you do. And sometimes they don’t even do exactly what you do, but they’re competing for your customer’s attention and cash.

What is it that you want to accomplish with this campaign? I know you want to sell more, but do you want to sell more of a specific product? Do you want to sell more high-priced products? Are you trying to attract new customers or get your old ones to come back time and time again? 

Each of those objectives will lead you down a path to a very different campaign. So before you start working on your next marketing campaign, think about those three questions.  And if you need help with the answers, go ahead and set up an office hour appointment with me

about the marketing minute

Each week, host Lorraine Ball shares just a few words on a marketing topic. She boils down creative ideas, practical tips, and decades of real-world experience into a mini podcast which is always less than two minutes.

Look for these mini bits of marketing inspiration every Sunday.  Then come back and enjoy the longer interviews every Thursday.

Look for the mini podcasts and full episodes on iTunes, Spotify, Google Podcast  and wherever you listen  to podcasts.