By Grant Miller, Salon consultant

Did you ever pay for marketing or advertising and the results weren’t as effective as you had hoped? Of course you have! It’s happened to every one of us, but here’s some good news: There are only three things that can make your marketing efforts tank. Fix one or all of them and you will immediately improve your results and make more money.

The three most important aspects of any type of marketing are the market, media and message. Let’s take a look at all three:

• The market is your “who.” Who are you sending your marketing piece to, and what type of customer are you trying to attract? For most of us, this is seemingly simple since females tend to make up the biggest part of your customer base. But what if you are trying to promote your UV tanning are are sending offers to your customers that only spray tan? You would be targeting the wrong market. The more you target the exact customer you are looking for, the more effective your marketing message will be.

Click here to read the entire article in the latest issue of Smart Tan Magazine online.