Before launching a marketing campaign, business owners should figure out who their ideal customers are, writes Internet marketing expert Susan Payton. She suggests writing a description of ideal customers in terms of everything from their demographics to their product use to the way they get most of their shopping information. "The purpose of this exercise is to ensure that all your marketing, web copy and messaging targets this specific type of customer," she writes. "If your branding is too generic, and you're trying to be all things to all people, you'll fail."

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