I have an abacus and brain gym institute. I want to attract more students to my institute. There is no such training institute in our area. Please help me plan a promotion strategy.

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Jay’s Answer: The key in promoting your business is clearly/narrowly identifying your target market (What gender? What age? Located where? Married/Single? Earning how much money? Etc.) and identifying their major problem (that your business will solve) (Earn more money? Live longer? Etc.). Once this strategy information is clear, then the next step is calculating what the lifetime value of a new client is and the lifetime expenses that you’ll incur for them. The difference is your lifetime profit, and this number is a key to understanding the maximum cost of to acquire them.

To promote to your target market, you need to identify where they are (Online? Subscribe to same magazine? Members of same club? Etc.) and choose the right marketing tools to target them. Finally, you’ll need to use the right offer/ad copy to get them interested in your business.