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In summary, first identify what you're selling and who will buy it. And then ONLY talk to those people. People who aren't within your target will not buy regardless of what you say. It's imperative that you don't waste your precious marketing dollars making general statements that may get attention but don't sell. Pinpoint your message. Pick out your prospects. Talk to them individually. And forget everyone else.
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Great article, man
My note:
Also, find your target market online. Interestingly enough, they're already talking about your niche. You just need to find those forums/email groups/twitter networks/facebook groups, etc.