598 Technology: Engineering Our World Copyright Goodheart-Willcox Co., Inc. Looking for a unique selling point or product need is called targeting. If you know your target market, you will know exactly where to focus your attention and resources. You can even design features especially for your target market. Targeting can reduce the competition because it allows you to meet specifi c needs more effectively than your competitors. Advertising Your Product Your advertising campaign is closely tied to your marketing plan. You will want to create advertisements that appeal to people in the target market (Figure 20-18). What type of advertisements or promotions do they use? Do they use fl yers, ads in local papers, or discount coupons? Do they buy only from local stores, or do they order from catalogs or the Internet? To avoid misreading, keep your advertisements simple. Place the key message you want to convey in the headline. Emphasize unique benefi ts of your product, but do not make false promises. Use color for a greater visual effect and to increase the readability of the text. boroboro/Shutterstock.com Figure 20-18. You can find many advertising templates on the Internet. The template shown here might be appropriate if you are targeting customers who want to hire a lawn service.