Quite a few people have asked me recently whether I’m worried about the credit crunch. The answer is, of course I am. After all, I have a mortgage to renew, money in the bank to review, winter’s energy bills to face, food to purchase.

But, when it comes to business at All Words, I actually think that we’re in a very strong position where we can not only continue to maintain and develop our business, but help others to maintain and develop theirs, too.

All business owners and managers are currently looking for ways that they can cut costs without compromising their organisation. And, when it comes to marketing, there’s one thing that we always eliminate - unnecessary expense.

We recently dealt with a company who spent several thousand pounds on marketing last year - and received absolutely nothing in return. Nothing. Nada. Zip.

And why? Simply because they had been using the wrong media and not targeting the right customer. Rest assured, you can create a fabulous marketing campaign that will wow everyone within your company - but if it doesn’t reach the right people, you might as well file it in that box labelled ‘Bin’ right now.

Targeting the right customers is the fundamental principle of marketing - and frighteningly easy to overlook.

Which is why we’ve written you a short article on identifying your ideal customer. Enjoy.