Monday, March 8, 2010

Why I Am So Narrow Minded

If everyone is your customer, then no one is your customer.

That is, if you fail to focus your message to a specific group that is interested in your product, you will waste time, effort and money trying to reach those that have no interest in what you are selling.

Let's say, for example, you are selling new glow-in-the dark baseballs.

If you use a poor "shotgun" approach to selling (marketing to the masses), you would use the following logic..."I need to sell a lot of glow-in-the-dark baseballs, so I will run ads in the publication with the highest circulation."

In order to reach your target buyers for glow-in-the-dark baseballs more effectively, I would suggest the following...

1. Identify your market. In this case it would be children who play baseball.

2. Narrow your focus and identify specility magazines that children read or parents of children who play baseball read, then insert a strong ad. See my offer below if you wish to receive a comprehensive list of niche publications that reach your target market.

3. Design a highly visible banner and hang it on the outfield wall at the local Little League ball park.

4. Run an eye catching ad in the local minor league baseball team program.

These simple marketing examples will enable you to direct your message to baseball families at a much more reasonable cost and offer a greater response in return than the "shotgun" approach.

Every business has different clientele, assets and budget. That is why it is important to consult a marketing expert before you summon random hordes of salespeople into your office.

I offer FREE consultations and recommendations to improve your sales. In addition, I always include a cost quote to implement my plans.

When it comes to advertising, I am very narrow minded, and I encourage my clients to be narrow minded too.

If you click the button to the right and become a follower to my weekly blog, I will send you a link to a great website that offers a long list of niche magazines and publications that appeal to most all demographics.

Dave Horton
Dave Horton Advertising

See or visit me on Facebook
Email me at