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Target Market - It doesn't have to be Hit or Miss
Subject Line: Target Market - It doesn't have to be Hit or Miss
The Write Market Release
Vol 2. Issue 11
Target Market - It doesn't have to be Hit or Miss
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CONTENTS IN THIS ISSUE
1. Editor's Remarks
2. How to Write a Marketing Plan - Part III
a) Quick outline of a Marketing Plan
b) Target Market
c) Product
3. What's New at The Write Market
4. Get Your Ad in TWM's Release!
5. Administrative Information
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EDITOR's REMARKS
Welcome to March! Spring is just around the corner,
here in Pennsylvania we've already had some really
nice days - I'm talking 60 degree weather - whoo hoo!
(This is my first Spring in Pennsylvania and after
coming from New Hampshire it's a pleasant relief -
I swear, in NH, we used to have a foot of snow in our front yard
until mid April!)
A little recap for those newly onboard:
We are in the midst of our tutorial "How to Write a Marketing Plan."
If you've missed the previous articles in this tutorial, you will find
them archived here:
http://www.thewritemarket.com/marketing-plan.shtml
Last month, we fleshed out the first part of a marketing plan,
"Market Research." This month we are going to
examine the next two parts: "Target Market" and "Product".
Write on,
Renee Kennedy
rkennedy@thewritemarket.com
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QUICK OUTLINE OF A MARKETING PLAN
(This is a quick review to show you where
we're at and where we're going.)
1. Market Research
2. Target Market
3. Product
4. Competition
5. Mission Statement
6. Market Strategies
7. Pricing, Positioning and Branding
8. Budget
9. Marketing Goals
10. Monitor Your Results
For more details on this plan see:
http://www.thewritemarket.com/marketing/outline.htm
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SPONSOR MESSAGE
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TARGET MARKET
Last month, we covered Market Research. If you've developed
a survey, you may have a very good idea who your target
market is. Here is another strategy to determine who your
target market is:
Sit down with a piece of paper, think about who your
target market might be and write down the answers
to the following questions:
How old are these people?
Are they male or female?
How much money do they make?
What are their occupations?
What is their level of education?
What are their hobbies?
Are they married, single, divorced?
Do they have kids, grandkids?
Are they students?
If you're selling your products with a website,
also answer these questions:
What is their level of experience on the net?
Have they purchased on the net before?
Are they using a Mac or a PC?
Which browser are they using?
Are they accessing the net through home or work?
You're asking yourself these questions because you want
to get a feel for the people you are trying to sell your product to.
You want to know these people as well as you know
yourself.
In the process of selling your products or services,
you are going to talk to your customers, you are going to
respond to them, more importantly, you are going to have to
find a way to SELL them on your products. In order to sell,
you need to know who they are.
When you have thought about your Target Market, write down
a profile of them in your marketing plan. Write down as many
details about these people as you can.
You will use this information to choose your marketing strategies;
this information will affect how you choose to market your products.
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PRODUCT
The next step is to write about your product.
Sit down with a piece of paper and answer these questions:
1. What is unique about my product?
2. What can my product give someone that no other
product can give them?
3. What emotions can I evoke when someone hears or reads
about my product?
a. Greed - will it save them money, make them money, make
them look like they have money?
b. Leisure - will it save them time?
c. Happiness - does it provide relaxation? (hobbies or travel)
d. Pride - is it something that will make them proud -
make them achieve?
e. Health - will it improve health or ease their pain or make
them look and feel younger?
f. Belonging - will it make them feel as if they belong to something -
an exclusive group?
g. Basic Needs - does it fulfill basic needs - hunger, sleep,
shelter, safety?
h. Love - does it involve romance?
Out of your answers, create one sentence which will describe
the biggest, the best, the most important benefit of your product.
Make sure it includes what this product does, that no other
product can do. This is your "Unique Selling Proposition" or USP.
Some suggestions to consider in your USP are price, convenience
and guarantee. You need to provide a tangible service, yet evoke
emotion.
Here are some examples of a Unique Selling Proposition for
businesses that we've worked with in the past:
"Personalized children's books custom printed and bound specifically
for your child for $15.45 per book, includes free shipping and orders are
shipped within 24 hours!"
http://www.treasurebooksandgifts.com/
"Are you tired of yo-yo dieting? The Nutricounter is calorie counter
made fun and easy. 100% satisfaction guarantee."
http://www.healthcrazed.com/
"Secure Financial Management offers complete financial planning services for
flexible, blended rates at the level of service you desire."
http://www.sfmfinancial.com/
That's all for this month, folks!
Next month, we will discuss competitors and more on the Unique
Selling Proposition.
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SPONSOR MESSAGE
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for you to own Web Position Gold. WPG does it all - checks
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tells you what's wrong with your pages and how to rank higher,
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WHAT'S NEW AT THE WRITE MARKET
We've added some new articles on Search Engine Promotion,
including how to use Google Adwords:
http://www.thewritemarket.com/articles.shtml
New pictures in the Free Graphic's Mine:
http://www.thewritemarket.com/entrance.shtml
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GET YOUR AD IN THIS EZINE
Get an ad into TWM Release:
Contact:
webmaster@thewritemarket.com
Current number of subscribers:
2550
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