Not only is this very important before spending a lot of money on advertising, it's just as important to make it an ongoing process throughout the early stages of your enterprise development. Sometimes modest low-cost advertising can be a part of your initial market research.
When you develop your product or service you try to direct it toward a specific user. Ofttimes you can be off the mark.
Also, you design your product to satisfy a perceived need. Again, you could be off the mark.
Therefore, you must continue to adjust your focus during the early phases of your promotion.
Who do you want to target with your marketing? Do you know your target market before you try to reach them with your advertising message? A clear definition of your target is key to finding where (advertising media) the prospective consumer receives his or her information.
Define your customer by getting to know everything you possibly can about him or her. Exactly who would want to purchase it? How old is this person? What is her marital status? Where does she live? How does he like to spend his spare time? What are her hobbies? What other products does he buy? Where does she go on vacation? This helps you visualize him or her in detail -- what he or she does, thinks, and wants.
The process is: describe your target as a person ==> describe the behavior of your target ==> find the target's unsatisfied needs ==> write copy for that person ==> select media by matching your message with the medium and your target ==> measure your accuracy ==> redefine each step ==> repeat.
Stories from members will add great value to these maxims
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