Grow your market on a small budget - Times Online - The Diigo Meta page

• 17 Aug 08
  

  Andrew Smith
  • What they did have, however, was a clear idea of to whom they wanted to sell. “We knew it was a product for people interested in food ingredients,” said Braham.
  • The campaign worked, said Jay, because he targeted the right people, creating a simple message that would appeal to them. “The most important thing is identifying the market you are selling to, but once you have found the market you have to craft the right message for it. You have to get inside the heads of your prospects. The more specific your message, the better.”
  • For Braham, however, all the marketing techniques in the world will not help you if your product is not good enough. “We were recently asked by a branding guide what our secrets were and, quite honestly, it was all pretty instinctive for us. I strongly believe that, if you get the product right, the rest will follow.”

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