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The very first step in any kind of marketing is to decide who you want to sell to and what drives them.
It sounds obvious, but I have often asked clients "If your perfect client walked through the door now, who would it be?" and the answer has sometimes been missing in action.
The issue of audience has become more and more critical as markts have split into increasingly diverse groups. Selling instant potato mash was easy when tens of millions of people were sitting in front of their telly in beige family living rooms, looking for something to eat with their spam.
Now instant potato buyers will also include depressed singletons and people who want to smear it on all over. It means very different selling propositions, such as cheer yourself up or perhaps tastes a bit like potato, all the way through to never blocks showers.
Seriously, if you're selling IT support then make sure you know how big your target companies are, what their most common needs are and what might be wrong with their current situation. Not only will large companies speak an entirely different language, involving SLAs and uptime, but their whole focus may be on a key issue such as disaster recovery, rather than the small trader's focus on friendly advice and reasonable costs.
Key questions explores in more detail some of what you need to know about your audience.
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