Introductions & First Things First

Business Owner Chances are you didn't start your business to be an advertiser. More than likely you had a passion for a product or you felt a natural talent and calling to provide a service. We would bet you feel that marketing is a necessary evil that’s becoming more complicated every day. Many business owners are overwhelmed by the options and the number of channels, platforms, and formats available for their message. Before you commit dollars to any marketing and advertising, you need to evaluate - who is your customer? We’re not talking about everyone. We assume you’ll sell to everyone, but everyone is not a marketing segment you can advertise to. You must be more specific if you’re going to be effective with the message and the offer. You need to identify your target audience. Know who you are and what you offer that is unique or special and appealing to your customers. And know who your competition is and why people shop/buy there.