12.  Everyone who uses or needs our product or service is NOT a prospect.

This is the single, biggest marketing mistake small companies - and even some very large ones - make.  The truth is that the narrower you can define your niche, the more successful you are likely to be.  Why?  Because it is far more cost effective to find prospects within a small, easy to locate niche than it is to try to appeal to the world. 

The more you know about your target market, the easier it is to segment into niches.  And the more segmented your market is, the more likely you are to be able to target your message to a specific set of needs and wants.  And the more targeted your message is, the more likely you are to appeal to the prospect.

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