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A Jack Of All Trades Is Often The Master of None
You've heard variations of that saying your entire life. Consider: a marketer to all markets . . . is often a master of Personally, I take this risk: as a marketing consultant, I move But I definitely prefer niche markets. I specialize, by And I would suggest to you that the key to risk reduction; to I have taught this as "Message-To-Market Match" for over ten A Horse Is A Horse, Of Course, Of Course - But . . . Consider the person who has a new nutritional formula for horses. But let's recognize, for example, that people involved with Now, let's take just the thoroughbred market. Trainers who Trainers who frequent the West Coast tracks do not like the East This sort of thing exists everywhere. I used to market a lot to chiropractors. In fact, I built the There are about 35,000 chiropractors; we did some business with Well, if you don't know all that, you can't message-to-market And you may go off so half-cocked you get clobbered. This is I routinely beat most graphically jazzed up, colorful, slick So the bottom-line is: Keep it simple and market to as highly- Dan Kennedy is a marketing consultant and copywriter who helps Copyright 2004 by Dan Kennedy, DanKennedyLetter.com. NOTE: You may run this article provided you run it with the bio
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Comment by George C. Leef, Director of Research