There are 3 things you need to keep in mind when marketing. Those 3 things are...
- Market - Who you want to sell to
- Message - What you want say to this market
- Media - How you market/advertise to your audience (direct mail, radio, television, internet, etc.)
A prerequisite for each activity is an exact understanding of the market (target group) to which the message is to be addressed. What does the market want?
In the second step, the message is defined. What message will resonate with your market? Here it is important to incorporate aspects such as: Why should I listen to you? What do you have to offer? Why should I trust you? Why should I act now?
Only in the last step is a suitable medium identified. Identifying a suitable medium is about finding the lowest cost, most effective way to reach your market.