Processes >>> Research

How well do you know your market?

More importantly, how well do you know your representative customer - that special customer that according to Pareto's Law represents 80% of your profits? This customer is the key to your success.

This customer is the one who you are writing to... the one you are trying to work with... the one who you love... the one you serve. You need to get inside his head, talk like he talks, feel what he feels, and become one with this customer.

To be able to do this you need to:

• Talk to your best customers and ask them questions
• Read what your customers are reading -- learn what motivates and concerns them
• See what your local competitors are doing -- what themes do they use?
• See what similar businesses in different goegraphic locations are doing
• Review previous marketing campaigns, noting what worked well and what didn't
• Hire a clipping bureau to send you articles that mention your product/service
• Talk to your employees, ask them about your product/service, about their jobs etc...

By doing the above, you will be able to spot potential money-making ideas and profit before most everyone else.

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