Seven Traps That Kill Small Businesses
Trap #4: Marketing By the Seat of Your Pants
This is the fourth video in a seven-part series that examines poor management practices and habits which kill thousands of small businesses each year. For other videos in this series, see the links to the left.
All too often small businesses are spending marketing dollars without developing a cogent marketing system or even a written marketing plan. They are merely throwing dollars at advertising and hoping for a good result.
This video points out the difference between marketing and advertising, shows how to think about marketing from the standpoint of the customer, and provides step-by-step guidance on defining an avatar (or avatars) that personify your target customer.
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