Who is the Target Market?

In a book on marketing that I recently read by Jay Conrad Levinson and Al Lautenslager the authors addressed the issue of “Who is┬áthe target market?” If a tree falls in a forest and no one is there to hear it, is there still sound? This age-old question can apply to mailing when it comes to your target audience. You could have the best marketing message and vehicle in the world. If the right potential client doesn’t receive your message, nothing gets marketed; no one acts. Putting yourself in front of a potential client is pivotal to marketing. No potential clients? No marketing. The right target audience might be the right segment, the right niche within a segment, or the right people within a niche. If you are mailing to corporation, are you mailing to the corporation president or the corporation regional manager? Success is determined by having the right target audience for your mailing. Find the people to populate the forest and let the direct-mail trees fall.

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