by Leslie Hamp

Summary: If you’re looking for THE secret to reach target customers through the media, read on for 5 key tips. You’ll learn how to get big results with limited time and budgets.

Small business owners with limited time and budgets know it is critical to identify target markets – customers as well as media – for big results. Many, however, don’t know where to begin. Focusing on three keys will skyrocket success.

Key #1: Know Your Target Audience Like the Back of Your Hand
Your target market of customers and prospects will have at least four common characteristics including a particular need, access to your products and services, enough money to purchase your products or services, and decision-making power.

Ninety percent of small business owners never take the time to identify the challenges of their target market or how they can help them overcome those challenges. Take time to walk in your ideal customers’ shoes. Know him/her like the back of your hand. A few questions to ask:

How do they spend their day? What type of work are they involved in? What is their family structure (married, divorced, parents)? What are their hobbies? Which magazines and newspapers do they read? Which television programs do they watch? Which radio programs do they listen to? What websites do they view? What keeps them awake at night? How can you help them?

Key #2: Know Your Target Media Like the Back of Your Hand
Once you determine the characteristics of your target audience, you’ll be able to focus on ways to reach them via the media. Walk through the same process visualizing your ideal media contacts. Narrow down publications that are targeted to your ideal audience.

Visualize a reporter or editor. Imagine a frenzied, overworked person with stacks of paperwork on their desk and the clock ticking down toward the next deadline. Imagine a person with a voracious appetite for information.

Media contacts have never-ending deadlines to fill print, web, television or radio space. If you provide well-written, interesting copy that appeals to their target audience, you will make the media your partner, become a media “expert in demand,” and get key messages published. There is no better way to create a buzz, build credibility and get your name in the news!

Key #3: Build Strong Media Relationships
In order to turn your effort into ink, understand the media and build strong media relationships. Know the publication, the type of information your contacts are looking for and the way your contacts put articles or news clips together. Here’s a quick overview to help.

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