You Are Not Your Audience
City Lifestyle • April 1, 2024
If you build it, they will come…right?
We hope so but you’ll need people to know that you exist for them to use your products or services. Advertising is often one of the most overlooked strategies in a business plan but can be the component that can make or break your business.
We get it. It’s a confusing, convoluted space that can make you feel like you’re on Mr. Toads Wild Ride of emotions. Marketing can be a scary abyss to dive into with so many options to choose from. What platform do I use? What’s the most efficient use of my hard-earned dollars? How do I reach the people I need the most?
It all starts with identifying one question- who is your core audience that you’re trying to reach? This is among the first questions we ask prospective clients when we meet with them, and after 17 years in this business, the answer is the same 99% of the time…everyone!
While I’d love to say that everyone is a perfect fit for our luxury-based publications, there are certainly people who are going to be more inclined to read our hyper local lifestyles-based content than others. As business owners, we love our business so much. We’ve got blood, sweat, and if we’re honest…some tears tied into it. We have the tendency to believe that since we love it so much, people like us are exactly who we want to target for our products or services, and sometimes that’s simply not the case.
The good news is, when taking a deep dive into the marketing space, there are more tools available to us now than ever before to help us take the emotion out of it when determining who our core audience is. From Google Analytics to QR Codes, to social analytics, the data is incredibly accessible nowadays. Here are a few things to look for when narrowing down who your core audience is:
- Is there a male/female audience skew?
- Are there certain areas of town that tend to pull more clients than others?
- Are there certain age ranges that tend to use your product or services more than others?
- Are there certain seasons that tend to garner more of one vs the other?
- Who is the next person that’s going to be on the other end of the phone or click purchase on your website?
- What do the analytics for your Email database/ social channels show in terms of all the above?
Knowing this information can help you narrow down who it is you really want to key in on for your marketing campaign. This will then help you in determining what tactics will be the most beneficial in terms of reaching that audience and give you more peace of mind for a good night’s sleep knowing that your dollars are being efficiently used.
Check out our deep dive conversation on this topic along with other marketing-based discussions, City Lifestyle content, and Industry Expert Conversations on Youtube: SitDownsWithCLLV and follow us @HendersonCityLifestyle @SouthVegasCityLifestyle @RedRockCityLifestyle
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A Message From President & CEO, Scott Muelrath
Postcards can be a great way to tell people about your business, but sometimes they don’t work the way you want them to. If you’ve sent postcards and didn’t get the results you hoped for, don’t worry! There are a few reasons why that might have happened. Here are three reasons why your postcards might not be working and what you can do to fix them. 1. Your Picture Doesn’t Show the Message Quickly When people look at a postcard, they don’t spend a lot of time on it. If your picture doesn’t show them what your business can do right away, they might not even bother reading the words! The picture should tell them exactly what you’re offering in just a couple of seconds. What to do about it: Pick a picture that shows exactly what you’re offering. If you’re selling toys, use a photo of the toys. If you’re selling a service, show how it helps people. Make sure the picture makes the message clear so people don’t have to think about it for too long. 2. There’s Too Much Stuff on the Postcard Sometimes, people think if they add more information to a postcard, it will help. But if there’s too much stuff, it can make the postcard confusing. People might get overwhelmed and not know what to do next. That means they might throw it away. What to do about it: Keep your message simple. Tell people one main thing about your business. Use a few words and make it easy to understand. Focus on one thing you want them to know or do, like “Call us today for a free trial!” or “Visit our website to get your discount!” That’s all they need to know! 3. You Tried to Make It Yourself Instead of Getting Help A lot of people try to make their own postcards. But if you don’t know how to design them well, the postcards might not look professional. A postcard that’s messy or hard to read will make people ignore it. What to do about it: Get help from a professional. They know how to make postcards look good and get people’s attention. A designer can make sure your postcard is easy to read and looks nice. They’ll help you say the right thing in the right way so more people will want to take action. Conclusion If your postcards aren’t working, don’t give up! By choosing a clear picture, keeping the message simple, and getting help from a professional, you can make postcards that grab people’s attention and get the results you want. Start making changes today, and you’ll see more people interested in your business! Book an Appointment and Get 5,000 Free Postcards! Click here to book an appointment and get 5,000 postcards for FREE: https://qr.rsvplasvegas.com/calendlymobile/HCCblog1 About Tim Knifton Tim Knifton is a marketing expert who has sent over 15,000,000 postcards in Las Vegas! He knows how to create successful postcard campaigns that help businesses grow. One of Tim’s biggest achievements was helping a company earn over $2,500,000 in just six months with direct mail. Tim loves helping businesses succeed with direct mail, and he continues to be a leader in the marketing world.
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In 2025, even though digital marketing is everywhere, direct mail is making a big comeback! Here are three reasons why sending postcards is still a smart choice for businesses: 1. Direct Mail Stands Out in a Crowded World When you check your email, you probably get tons of messages—maybe over 30 in an hour! But when you get physical mail, you only get a few pieces a day, so postcards are much easier to notice. They stand out and grab your attention right away! 2. Reach People Who Aren’t Always Online Not everyone spends all their time online. Direct mail postcards are great because they can reach people who don’t use the internet much, like older, wealthier demographics. This means postcards can connect with people that digital ads miss. 3. Physical Postcards Are Easy to Understand Digital ads can be confusing or take time to understand, but postcards are simple. You can read them quickly and get the message right away. It’s easy to remember, so people are more likely to act on it. In a world full of digital ads, postcards offer a fun, easy, and smart way for businesses to reach people in 2025. Book an Appointment and Get 5,000 Free Postcards! Click here to book an appointment and get 5,000 postcards for FREE: https://qr.rsvplasvegas.com/calendlymobile/HCCblog1 About Tim Knifton Tim Knifton is a marketing expert who has sent over 15,000,000 postcards in Las Vegas! He knows how to create successful postcard campaigns that help businesses grow. One of Tim’s biggest achievements was helping a company earn over $2,500,000 in just six months with direct mail. Tim loves helping businesses succeed with direct mail, and he continues to be a leader in the marketing world.
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Launching a new business is an exciting venture, but with that excitement comes many important decisions, including one that can be both confusing and stressful: business insurance. Many new entrepreneurs find themselves asking two key questions: What kind of insurance do I need? and Where do I start looking? In this guide, we’ll walk you through the essentials, helping you better understand your insurance options to navigate and select the right coverage for your business. What Kind of Insurance Does Your Business Need? With dozens of different policies to consider, navigating the world of business insurance can be overwhelming. To help simplify the process, let’s take a closer look at the six most common types of insurance that small businesses typically need: General Liability Insurance This policy helps protect your business from claims related to bodily injury or property damage that might occur during the course of business. If you run a product-based business, it’s worth considering Product Liability Insurance , which specifically protects against claims related to injuries or damage caused by your product. Business Income Coverage (Business Interruption Insurance) This type of insurance can help replace lost income if your business is forced to close unexpectedly due to a covered event, such as a fire or natural disaster. It can provide crucial support during periods when your business isn’t operational. Commercial Property Insurance This policy safeguards your business’s physical property—such as buildings, equipment, or inventory—if they are damaged due to covered incidents like fire, theft, or vandalism. Workers’ Compensation Insurance In Nevada, if you have any employees, you’re legally required to carry Workers’ Compensation Insurance. This coverage provides benefits to employees who are injured or become ill on the job, covering medical expenses and lost wages. Commercial Auto Insurance If you or your employees use vehicles for business purposes, this policy covers accidents that occur while you’re on the clock, helping pay for damages or injuries. Professional Liability Insurance (Errors and Omissions Insurance) This is a must for service-based businesses. It protects you from claims related to mistakes made while providing professional services—such as negligence, misrepresentation, or errors in advice. Professionals like consultants, engineers, physical therapists, and attorneys often carry this type of insurance. For many small business owners, combining multiple types of coverage into a Business Owner’s Policy (BOP) is a practical solution. A BOP typically bundles General Liability Insurance, Business Income Coverage, and Commercial Property Insurance into a single, more affordable package. Where Should You Start Looking for Business Insurance? Once you have a clear understanding of the insurance types your business may need, the next step is figuring out where to acquire these policies. Here are a few helpful tips: Consult Your Personal Insurer If you’re satisfied with your personal insurance provider, they might also offer commercial insurance options. Reach out to them to see what business insurance packages they recommend. Ask Your Business Neighbors If you’ve set up a physical location for your business, asking neighboring business owners about their insurance providers may yield some great recommendations. Tap Into Your Network Fellow entrepreneurs can be a valuable resource. Ask other small business owners, both in person and online (through forums or social media groups), for their insights on the best insurance providers. Tips for Getting the Right Business Insurance While finding the right insurance policy may seem daunting, here are a few tips to ensure you make informed decisions: ● Compare Policies First, Then Prices: Don’t just go for the cheapest option—make sure you’re getting the coverage your business truly needs. ● Read Policies Carefully: Take the time to understand what’s covered (and what isn’t) before committing to a policy. ● Research Provider Reviews: Look into the reputation of the insurance companies you’re considering. Pay attention to customer reviews and industry ratings. ● Consult Experts: The Nevada Small Business Development Center (SBDC) is a fantastic resource for new and existing business owners. Offering no-cost small business advising services, they can help with reviewing your business insurance options. Partner with Nevada SBDC Navigating business insurance can feel like a heavy burden when you are already juggling many other tasks. Fortunately, the Nevada SBDC is here to help. Our team of expert advisors can guide you through the process, ensuring you’re informed about the coverage that suits your business needs. If you’re ready to get personalized assistance, connect with a Nevada SBDC advisor today by filling out the New Client Assessment at nsbdc.ecenterdirect.com/signup . Through the State Small Business Credit Initiative (SSBCI), Nevada SBDC advising services are designed to prepare you for access to capital, thereby promoting economic growth through business starts, increased sales and job creation. With the idea to address market gaps and promote the growth of small businesses across all communities in Nevada, this program aims to enhance a business’s capacity not only to secure capital, but also fortify its operational resilience, positioning it for sustainable growth and success in a competitive market. Learn more about SSBCI and get matched with a Nevada SBDC advisor that best suits the needs of your business today at https://nevadasbdc.org/ssbci/ . —----- Did you know our state is working to create opportunities for small businesses that want to grow? A new loan program launched last year by the Nevada Governor’s Office of Economic Development (GOED) offers flexible, fixed-rate loans up to $250,000 for qualified small businesses. The Battle Born Growth (BBG) Microloan Program gives small business owners like you a boost in funding to upgrade equipment, hire new employees, or pay for other expenses to grow your business. The best part about this program is free access to one-on-one guidance and technical assistance from experts who understand the unique challenges small businesses face. If you need support to get loan-ready, experts at the Nevada Small Business Development Center (SBDC ) are there to help. Fill out the loan pre-application to see if you qualify and get connected with a lender or technical assistance provider today! Find more information at https://nvmicroloans.org/