PROMOTE YOUR BUSINESS Understanding the needs and desires of your specific target market is the secret to true business success. By Pieter Scholtz Many years ago, when we were still well and truly in the industrial age, manufacturers thought all they had to do was produce a great product and it would sell itself. That was before they knew about marketing and promotions; they had yet to discover that true business success occurs when you understand the needs and desires of your specific target market. Business leaders then realised that if they were to identify what it was people needed, and concentrated on producing exactly that, they would have a ready market. But even doing this did not guarantee them overnight success, with consumers falling over each other to buy their product. Why? Because if the consumers didn't know the product was available and if they didn't know where to get it, how could they clamour for it? The business leaders eventually realised that the...