USA TODAY headline, July 19-21,2002 "Retirement crisis looms as many come up short" "Stock losses just part of problem: Often, workers don't own 401 (k) plans and have nothing saved."
"Worried: Linda Peterson, 57, fears she won't have enough money when she retires. She figures that she needs to save $300,000 to $400,000 more, at a time when extra cash is hard to come by."

How can you use this news headline to help promote your business to an audience that might be inclined towards extra income and 'down the road' retirement income?

How about ANYONE WHO IS WORRIED about their retirement?

Must be a pretty big audience if USA TODAY puts in on the front page, think?

Here are the two steps in the dance to reach those who are predisposed to listen to you.

1. Describe them

2. Ask for them

1. Anyone who is worried about not having enough money for their retirement.

2. Example question to pose when speaking, or preparing copy for newspapers, email subject lines, postcards, business cards, etc, that will ask for those people:

Who do you think will respond? Is that everyone? But are they the people you'd like to talk to?