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Article:
Hit the target: Target your advertising to make it pay off by: John Moore Note from author: This article was originally written for people advertising martial arts schools. The principles of targeting are the same no matter what you are advertising. How well you target your advertising will determine your advertising success. Targeting means you put your ad in front of the people most likely to respond to it. It also means that you tailor your ad to that audience, so they are more likely to respond. The first thing you need to do is to figure out who your audience is. If you are trying to sell your kids program you want to target parents. If your ad is for daytime classes you might target stay at home moms. Think about what you want your ad to do and the audience most likely to make it happen. Make sure your targeted audience has the money to take advantage of your offer. Sending out a direct mail ad for $2000 weekend seminar in a town where biggest employer just laid everybody off is probably not going to work. Try drawing up a profile of someone in your typical demographic. It might be a list of characteristics like this: Unmarried male age 25-'40
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