Precision

The essence of this rule is defining the exact market
that you serve.

What business are you in? What is your company known for?
If you can't answer without thinking about it, or if your answer
is long and involved, then you are likely making marketing's
biggest error, according to Jay Conrad Levinson. And you are
not alone. The failure to position yourself clearly is shared by
an extremely high number of small businesses.

To be a guerrilla and be profitable with your marketing, you
must focus on key groups in order to properly define your
market. Levinson outlines the following solution for getting
clarity and the precise focus that you need:

First, make a list of your ten best customers or clients.
Then ask and answer seven questions about them:
1. What do they read? (find out the names of the publications)
2. What shows do they attend? (trade shows, conventions, community events)
3. To what groups do they belong? (business & professional, community)
4. What do they respond to? (phone calls, letters, visits)
5. How did they first hear about you?
6. Why do they continue to buy from you?
7. What are their problems?

With this new information, you are able to define your market,
'get on their wavelength' and communicate with your prospects
the way you communicate with your customers. By stressing the
same benefits to both groups, you will be able to create an
opportunity to begin a dialogue and solve their problems.

Prospects become customers because you can solve their problems.
Customers refer new prospects because you did solve them.

Rembember, marketing is the skill of figuring out what people
want and then communicating to them that you have it.

(c) Guerrilla Marketing Golden Rules e-zine.