Describe Your Target Consumer You should make it abundantly clear within your marketing plan who your business is aimed at and how you plan to market to that particular group. Clearly targeted customers are vital to a business or marketing plan. Your plan is all about articulating who, what, when, where, and why. This is the "who" and it helps to make it clear to everyone in the business (especially you) what sort of person you are targeting as a potential email list customer or client. By having a very clear description of your target customer, when you set out to advertise, promote, or change a product, you'll know exactly where and when to do that. You'll know where to spend your advertising dollars, you'll know how to phrase your messages. you'll know what type of graphics to use, and on and on. Don't be tempted to skip this either - again, I think you'll be pleasantly surprised at a useful it is to get your target market profile down on paper. 6. Tell What Makes You Unique? Being able to set yourself apart from all of your competitors is a huge part your small business marketing challenge. You need to clearly separate yourself from the crowd.