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The Highly Effective Marketing Plan (HEMP): A proven, practical, planning process for companies of all sizes by Peter Knight

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Chapter 4. Targets

I’ve been asked many times, “which are the most important steps in creating a HEMP?” My answer, as you might expect, is “all of them” but steps four, five and six do stand out as being the most significant for many people.

Who are you targeting? Or put it another way, who is going to buy your product or service, or significantly influence the buyer? You need to know, and you need to be right. So often companies just don’t know who they’re selling to or don’t know enough about them, and in my opinion you can’t know too much.

If you’re selling to the public are they rich or less well off? Young or old? Living in the north or south? Existing or new customers? And are they likely to be male or female? Do they know your product or ...

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