Ray worked with B-2-B and Consumer clients throughout the world ... including USA, Canada, Mexico, Asia, the South Pacific, Europe, the Middle-East, Central & South America, Africa.

This website is a compilation of Ray's 10 years on the Web.


Power Direct Marketing: The Book

Markets Within Markets

Segmentation is the key in direct response marketing. You will find markets within markets. Smaller pockets within larger bases. And some of these will be unbelievably profitable.

How do you find these golden groups? How do you gather these appropriate audiences together for your special product/service offer? How do you pinpoint those persons who will be most receptive to your marketing effort?

You segment!

Markets and customers are in a constant flow and change. Products come and go. People do, too. Your customers today may not be there tomorrow. Because this is true, market segmentation is necessary. Segmentation has a purpose. It can provide an improved level of individual service to your clients—more accurately meet their needs. It can provide a higher level of satisfaction. And, all these benefits you offer your customers should be done with increased PROFIT to you.

A word of caution about segmentation from good friend and copywriter supreme Herschell Gordon Lewis. Herschell reminds us of the danger of absolute targeting: "By saying, "I know who you are," if you’re wrong, the message is ludicrous!"

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