How successful are you at choosing advertising media that reaches your target market? Are your ads attracting customers or clients who need what you offer and can pay your rates? Or are you trying to sell a cheesecake-of-the-month club to readers of a health and nutrition magazine?

Like most small business owners, you probably think - and hope - your ads are reaching the right folks. But if you're like most businesses, you probably aren't sure. And a lot of your advertising dollars may be going to waste. So, how can you be sure?

The secret is to create a profile of your best customers. The profile should contain as much information as you can determine about the average age, sex, lifestyle, ethnicity, and interests of your target market. You want to know what they are interested in, what publications they read to get information about what you sell, and anything else that helps you better pinpoint the characteristics of those who buy the most from you.

Once you create that profile, then determine what media you'll use to advertise. Ask the media sales rep for demographics so you can determine if their audience is right for you. If it's not, place your ads elsewhere.

Make sure, too, that any images you use in your ads look to be the same age and sex of your target audience.

More: Target Marketing: Know Your Customers or Else

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