Whether you're marketing a product or service, an understanding of your customers and what attracts them to your business is essential. To develop a leading edge in the marketplace, it is important to arm yourself with information about your customers so that effective marketing strategies can be determined.

Ask yourself these FOUR questions to determine whether you have a solid foundation for marketing your business:

Can you describe the geographic, demographic and pyschographic characteristics of your target markets? In order to effectively reach and motivate your customers, you need to understand who they are and how they live their lives. Without this understanding, you are more likely to select incompatible strategies.

Does your overall marketing presentation support the image you would like to portray in the marketplace? Do you even have an image in the marketplace? Marketing is all about presentation. A consistent message will build a strong image for your company. Poor presentations will result in poor impressions.

Marketing plans outline the objectives and strategies that will guide marketing activities over a one to three year period. Businesses that spend money on marketing without a plan are typically " hit and miss marketers ": they win some, lose some. You can increase your wins by preparing a plan that matches objectives with compatible, result-oriented strategies.

You have the expertise to operate your business, but do you have the time and/or expertise to mastermind it? Marketing takes time, knowledge and action. If you lack any one, it's time to recruit a professional marketer who can help create a LEADING EDGE for your business.