Once you have all the guests that come to you naturally taken care of, then its time to go after some high concentration target markets.
When you pay $500 for an ad in a business journal, you are competing with every other advertiser to get the readers attention. Youre nothing but a minnow in a great big sea.
Dont believe me? In small print offer a $100 bill for the first person who calls. You wont get very many calls.
Dominate Your Target Market
How would you like to be the Donald Trump of restaurant and catering and dominate? Its possible if you strategically pick targeted industries or groups and keep your name in front of them on a regular basis.
The first step in dominating a market is to understand the pain or fear they could feel if things screw up or the positive outcome that they seek. These are referred to as hot buttons.
Everyone feels their problems and challenges are unique to them and their industry. Lets face it, everyone fears paying for food that they dont enjoy or if they are catering they fear running out of food. When you can show them you speak their language you now become a specialist, not a generalist. Use your guarantee to help accomplish this.
Brain surgeons make more than internists. Become a specialist. Its easy. Interview some of your customers in a particular target market to understand their pain or desires and incorporate those hot buttons in all your letters to that target group. You will also want to get testimonials from others in that group. Wilson Property Management will think much more of you with a strong testimonial from Atlantic Property Management than with a testimonial from the local youth group.