Zero in on Your Market

The hardest job in marketing is seeing your target and staying focused on it. In other words, know where you’re going before deciding on how to get there. Identify your destination. Then map your route. When you know the destination the route is often clear.

Publicity is a unique marketing tool because it forces you to identify and reach two separate audiences:

  • The buying audience – individuals who purchase your product or service.
  • The media audience – members of the press and electronic media who will publicize your product or service.

All marketing tools require you to identify the ultimate consumer. In publicity, first you identify your potential customers. Define your audience as narrowly as possible. Next you need to identify those specific media outlets that will best reach your potential customers. Research your target media by listening to their programs, reading their articles and visiting their websites. (PR professionals excel at knowing which media outlets will most effectively reach which markets.) Remember, it’s expensive to market the world so try to narrow it down.

Setting your target:

  • The buying audience – individuals who purchase your product or service.
  • The media audience – members of the press and electronic media who will publicize your product or service.

And lastly, be ready for change at all times!

Excerpted from the National Best-Seller Guerrilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum Dollars?Includes Podcasts, Blogs, and Media Training for the Digital Age by Rick Frishman, Jill Lublin and Jay Conrad Levinson.

Reprinted from “Rick Frishman’s Author 101 Newsletter”
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