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Work out how to reach them
The more precise the definition of your market, the harder it is to find those who comprise it.
The easy way out of this difficulty is to give up and revert to the blunderbuss method - send out a thousand e-mails in the hope that one or two will hit the mark. Too bad if this means your message has to be so broad as to be ineffective, that you get a reputation as a spammer, that you get depressed by the lack of response.
The better way is to search out those who actually have the need you can meet. The effort taken to find them is rewarded by higher success rates and also by a clearer picture for you of the business you are in.
There are a number of ways to discover and reach potential new customers. The next few sections look at these in detail:
- Social Networking
- Internet Newsgroups ("Usenet")
- Forums
- Search Engines
- Directories
- Off-line recources
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