6 Lessons on Starting Up From Norm Brodsky

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Attract More of the Right Kind of Customers

Generating publicity is key to getting the word out about your new business, but it oftentimes isn't enough to reach your target market. A mention in your local paper might not result in the surge of traffic you'd expect, probably because the article isn't targeted at a specific market, says Brodsky. Instead, he suggests, "make a list of the 10 categories of people most likely to want [your] services, along with ideas of how to reach each category." For example, if you're trying to target people planning to move, you could talk to moving associations about getting on their websites. "But building a business takes time," advises Brodsky. So don't be discouraged if your idea doesn't go viral overnight. (For more, read "Reaching Your Target Market," March 2011.)