I read the article too and found it from a twitter link.
I suppose there is no magic answer, different things work. There are however a few basics, one of which is conducting market research.

I highly recommend a book by a US author called “Duck Tape Marketing” specifically focused on small business marketing strategies. It will give lots of ideas.

The easiest and simplest way of finding out more about one’s target audience is to go out and ask them. You can’t second guess these questions that I outlined in the article.

Whether you have past clients’ to go back to or ask for recommendations of people to speak to within your network, you need to go out and talk to them. Either offer to buy them a cup of coffee or arrange a time to speak on the phone.

I remember doing this in my first few months – I wanted to work with firms of accountants and solicitors to help them retain their female staff after maternity leave but after a dozen or so interviews with senior partners and female accountants and solicitors I soon realised that there seemed very little in the budget for firms to invest in the programmes I wanted to offer. The problem wasn’t bad enough to invest time and money in fixing, and I was very glad I didn’t waste any money on getting leaflets printed and adverts placed in journals offering my workshops!

Good old fashioned market research is often ignored by small business owners but spending time speaking with your target clients’ is usually the fastest (and most cost effective) way to get your marketing right.

Hope that helps, Ali