1. Define your target audience - No successful business markets to “everybody”. Work out who your typical customer is and tailor your campaigns to their needs and interests
2. Don’t forget existing customers - The old 80/20 rule is still relevant: 80% of your business comes from 20% of your customers. Too many campaigns targeting new customers could alienate your current client base
3. Get organised - If you’re launching a new product, plan your marketing well in advance
4. Slow and steady wins the race - Don’t blow the budget on one big magazine ad, marketing is an ongoing process, not a one-off splurge
5. Get feedback - Test your marketing ideas out and get some honest feedback, i.e. don’t ask your Gran if she likes your leaflet, test it out on some “tame” customers. It’s best not to offer incentives for this, as it can influence their responses

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