So who is your ideal member? What does the profile look like? Is he male, aged 28-35, living within 5 kilometres of the meeting venue, a lawyer by vocation and needing mediation skills? Or is it anyone aged 18-60, living in your town, undergoing changes in their life and needing assertiveness skills? Compile a list of these characteristics. Then this is the group you are targeting with your marketing. Theirs are the needs you are promising to meet. Theirs are the dreams you may be articulating for them and promising to turn into reality. Their needs will govern your venue type. They are the people for whom you will plan and market programmes and training, and they are the people you will target with your “Word of mouth.’
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