In my previous post I revealed to you the real secret to creating a successful offer which is… don’t create the offer until you have found out as much as possible about the people who will be receiving the offer.

So let’s consider a couple simple small business marketing examples to give you an idea of how this might apply to you.

You operate some dry cleaning stores. You are going to advertise in two community weekly newspapers. One goes to a high income neighborhood. The other goes to a more middle class neighborhood. Will you run the same ad in both papers?

Most merchants would and they’re wrong to do so. These two different groups of people have different needs and interest. They deserve different offers.

To the high income neighborhood I might write an ad that stressed the importance of looking your best for upward mobility in your career, convenience and quality. Then I might offer one suit cleaned and pressed free with another suit at full price or one tie done free with each jacket or suit.

But in the middle class market I might write an ad that stressed quality cleaning at modest affordable prices. How dry cleaning can help certain clothes last longer and offer an across the board introductory discount.

Let’s try another example. I operate two restaurants and bars. One is just north of downtown on the main traffic pattern people travel from the downtown offices to their homes in the suburbs. The other is in that same middle class residential area.

I’m going to do direct mail. Do I mail the same offer for both restaurants?

The mistake most restaurant owners would make is to decide on an offer first, then decide who to mail it to, then mail the same offer to everybody for both places.

Here’s what I would do:

For my downtown restaurant I’d get a list of the executives and managers who worked in the office buildings downtown. I’d send them a package consisting of a brief cover letter, a brochure stressing that my restaurant was the perfect place to stop after work for happy hour, a place to meet, greet, network and relax.

I’d enclose coupons for free hors d’oeuvre trays for one, two, three or four people and for a two for one executive lunch. I’d also enclose a sealed envelope maybe printed in pink to give to the secretary. Inside would be a different cover letter, different brochure and half price lunch coupon.

For my neighborhood restaurant I’d get a list of area homeowners with families. I’d mail them a letter, a completely different brochure and a little booklet of coupons, maybe one for half price, early bird dinners for two or one for an all-you-can-eat family fish fry on Friday night, one for a Saturday afternoon baseball party with free hot dogs with beer and one for a ladies day luncheon special.

That’s how you tailor your offers to your specified market and I promise you much better results than with general offers.

Author Info:  Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice.