Be alert to the difference between "circu

There are two basic approaches to advertising or lead generation... the shotgun approach... or the rifle approach.

There is only one cost efficient way... the rifle approach.

By carefully selecting specific niche markets Cheap Braden Holtby Shirt , or market segments, and presenting a compelling message directly to that audience, you will begin to reap the real profit rewards of direct marketing.

First let's define a "niche" market. I define it as: "Any homogeneous market in which the members of the group have similar occupational, interests Cheap Andre Burakovsky Shirt , or lifestyle characteristics... those characteristics being ones which would make them an excellent prospect to benefit from your services... andor consume your products.

HERE IS AN EXAMPLE OF TARGETING OCCUPATIONAL MARKETS FOR A "WELLNESS" NICHE...

Some of the niche markets are obvious:

* Chiropractors

* Medical Doctors, Nurses

* Health Food Stores

* Fitness Centers

* Spas, Health Retreats

* Acupuncturists, Massage Therapists Cheap Philipp Grubauer Shirt , etc.

* Veterinarians, Pet Clinics, Pet Shops (wellness is not limited to humans)

NICHE LIFESTYLE AND DEMOGRAPHIC RELATED MARKETS...

=> Senior citizens or "baby boomers"

=> Specific Disease Sufferers... cancer, diabetes Cheap Christian Djoos Shirt , arthritis, ADD, Lupus, etc. (Remember Cheap Devante Smith-Pelly Shirt , we can make NO claims.)

=> Pre-natal, Pregnant Women, Babies, Parenting

=> Sports participants and enthusiasts

=> Health & Fitness Buyers

=> Vitamin Cheap Madison Bowey Shirt , Supplement, Remedy Buyers

=> Etc. Etc.

HOW TO TARGET THE NICHE...

Regardless of how you intend to approach the niche with your marketing message... print advertising, broadcast, direct mail Cheap Lars Eller Shirt , e-mail marketing, etc. ... you have to identify resources that can supply the targeted pathway for your message.

The first place to look... and a pure qualifier for whether you have identified a real niche in the first place... is to look for magazines and other print media (newsletters) that are targeted specifically to that defined market... and that can supply you with targeted mailing lists (snail mail or opt-in email) , print advertising vehicles (magazines, newsletters Cheap Jakub Vrana Shirt , newspapers, trade journals, etc.), to cost effectively reach the niche.

Where do you find these resources? The easiest and fastest way is to do a search at Google (or your favorite search engine) for terms that closely identity the target audience.

For purposes of example let's use the occupational niche of Chiropractors:

Searching Google for "chiropractic magazines" will show us a link... ... which will in-turn identify several publications which show promise:

* Chiropractic Economics

* DC Products Review

* Dynamic Chiropractic

* Today's Chiropractic

Once you have identified several publications that serve the niche market Cheap Evgeny Kuznetsov Shirt , your next step is to contact each publication and request a "full media kit" from the advertising department. The publications ad department will send you a copy of the publication, advertising rate card, and other marketing materials touting the advantages of advertising with them.

SELECTING MEDIA...

Study the contents of the media kit carefully. Especially look at the ads which could be considered competitors for your product. If you are lucky enough to live near a large university or public library here is a trick used by many savvy advertisers... go the library and see if there is an old copy of the magazine in question. Go back at least a year or two. If you find the same advertisers in the old publications you can safely assume that the publication is pulling a profit for their advertising. This is not fail-safe... but it is a good indicator.

Be alert to the difference between "circulation" and "readership". Only make your advertising decisions on the basis of verified circulation. Readership is a figure that publications like to toss around to inflate the perceived importance and size of their audience. The only real measure worthy of you

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