---2.FINDING YOUR TARGET AUDIENCE

You need to (1) speak specifically and directly to your audience, not?

just to any arbitrary person who may be surfing沖浪 the web, (2) express?

yourself with authority on your audience’s needs, becoming the go-to person?

and expert in your field, and (3) connect with your audience by?

offering valuable information.?

--Redefine Your Audience:

It’s a good idea to redefine your target

market periodically, especially if sales are languishing日趨衰弱的.

--Know Who You Are and Who You Aren’t :

In your business, focus on a core audience that you want to?

work with and that is aligned匹配 with the mission of your business.?

Avoid groups and markets that don’t?

feel right———you will not be attuned合拍 to their needs.

If your business feels stagnant不景氣的 and you’re not connecting with your?

customers, if you feel drained every day and work has become a chore雜務(wù),?

now is the time to reevaluate and make a fundamental shift.

(1) Who has a problem I can solve with my expertise專業(yè)??

(2) With whom do I like to work??

(3) Is this group easy to reach??

(4) Is this group able to pay me for my services or products??

(f) Is this group large enough to sustain my business??

Where does your audience live??

What is the average monthly income of your audience??

Is your audience made up of men, women, or both??

How old is your audience??

What are your audience’s interests??

What kind of books or magazines does your audience read??

What does your audience watch??

What does your audience listen to??

What does your audience buy??

--Creating Your Marketing Message:

You should be able to say what you do, who you do it for,?

and the benefits you provide in the time it takes?

to ride the elevator———about thirty seconds.

Visitors typically enter a site and immediately scan the home page for?

something that will tell them the site is relevant to their needs or interests.?

--Developing a Succinct簡要的 Message：

Avoid passive language in?

your message. For example, instead of saying, “My service is used by home?

owners before a storm to prevent their important records from becoming?

damaged,” say, “My business helps home owners save their important documents?

from storm damage.”

★p30-廣告寫法具體

The advantage of a clear marketing message is that it?

immediately reaches your audience and defines the benefits you offer.

Remember that your marketing message is dynamic, not static.

---BLOG ESSENTIALS:

This allows you to stand out from the crowd and further confirm that?

you are an expert in? your field.?

--If You Build It They Will Come

Providing readers with relevant content and updating frequently are the keys to?

attracting an audience for your blog. Your posts don’t have to be long. Even a?

few sentences can be enough. But get into a habit of producing regular posts so?

your readers know they can rely on you for pertinent相關(guān)的 information.?

Determine what your core audience craves. What kind of?

information would they consider valuable? How can you deliver?

it to them to make their lives easier or more interesting?

-Stirring the Pot—Attracting More Readers

This is not the time to be a milquetoast膽小者. Sometimes, as in?

shock radio, you have to provoke and stimulate conversation.?

But don’t spout滔滔不絕地講 opinions that are not your own.

Remember, though, that the goal is to be interesting, not offensive. You?

want interaction, you want reaction, and you want people to comment. The best?

way to do that is to prod刺激/戳 your readers and see what kind of reaction you get.?

-Offer Insight?

Bloggers who offer a unique or individual take on an interesting?

issue will be able to attract readers. Blogs encourage personal?

interaction like no other new media tool.?

--Creating Symmetry整齊 among Your New Media Products

Your blog title should refmect what your business is about.?

your blog’s title makes a statement about who you are and?

identifies what you do. It has to be short and memorable.

--To Theme or Not to Theme

For example, November and December are holiday months?

during which you could use a general holiday theme. A life coach could use?

“relax, renew, reinvigorate使振興” as the theme for these months.

-?

August and September is the back-to-school season. Booksellers,?

office-supply stores, clothing stores, and others could tap into this?

idea during the late summer.

Choosing a theme for a month’s content requires you to think broadly.?

Before you choose a theme, ask yourself if there is enough content for at least?

eight to twelve posts (assuming you are blogging two or three times a week,?

four weeks a month).?

---Technology Essentials