Kranz On Copy: Insights and answers on copywriting and writing copy

Time and again, I've seen marketing programs go wrong, not because the messaging was weak or the products were poor, but because the marketing dollars were looking for love in all the wrong places -- too much time and money invested on unlikely prospects, and too little spent on the best targets.

One size doesn't fit all. Take a look at John Doerr's recent article, Power of the Marketing Pyramid. He cogently articulates one of the fundamentals of good marketing that we all too frequently forget: our efforts should be unevenly distributed based on the likelihood of success and on the expected long-term value of the customer.

John even makes things simple by lumping your market into three categories, then showing you exactly how much attention each segment deserves -- and why.

What are you doing to ensure that your best prospects are getting the lion's share of your attention?