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Launch: How to Quickly Propel Your Business Beyond the Competition by Michael A. Stelzner

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Who Do You Want to Reach?

Ray Kroc knew he wanted to reach on-the-go families living in suburban neighborhoods. Whom do you want to reach?

You'll need to attract a base of people on whom you can build your business. They're the people you'll create content for. They're the force that moves your rocket ship forward.

The people in your base usually comprise readers of your blog, subscribers to your content, fans of your social media sites, and your customers.

Your goal should be to come up with a specific and detailed profile of the people you want to reach, making it easier to create great content for them and to find relevant experts.

When determining the profile of these people, you'll want to be targeted and precise. The broader your audience, the harder it will be for you to connect with them.

David Meerman Scott, in his book The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, and Online Media to Reach Buyers Directly (Wiley, 2007), introduced the concept of buyer personas. He explains that if you can classify buyers (or readers) into a distinct group, and document what you know about them, you can easily create targeted content for that group. Scott adds that the interests, problems, and desires of various persona groups should be carefully examined and written down.

He says, “By truly understanding the market problems that your products and services solve for your buyer personas, you transform your marketing from mere product-specific, ...

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