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Plan—Then Implement: Small Business Computing, 6/24, outlines the critical groundwork to tackle before you are ready to start speaking to your target market audience. Focus on the specifics of your business/ministry and your audience: Who are you? What are your objectives and strategic considerations? To whom are you communicating? Why should your audience want to hear from you at this time? How will you successfully address their needs and motivations? Simple questions but not easy ones to answer! But answer them you must to avoid falling into the trap of focusing on the “how,” not the “what” or “why,” of marketing. Persuading people to take action requires understanding the fundamentals of marketing and how it supports sales. Your goal is to market intentionally through your chosen advertising and sales medium. Internationality demands an honest appraisal of all the players. (Foster Letter 1/10/03)

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