A successful home business owner is one who can identify and appeal to their target market. Almost 70% of home businesses fail because a lot of very intelligent people have no idea who will buy from them or assume that "everyone" will. Assumptions like this can lead to wrong marketing strategies, wrong decisions, wrong pricing and business failure.

To succeed business owners must understand that only a limited number of people will buy their product or services. The next step is to identify, as closely as possible, who these people are and then target marketing efforts and dollars toward them. This is called appealing to your "target market". You can not sell an opportunity to someone who is not interested in one, no matter how perfect you think they would be or how much money you think they could make. Pestering non interested friends and family members could devastate your personal relationships while at the same time resulting in no tangible benefits to your home based business.

Some business owners do succeed in identifying their target market but fall short when they try to reach them. Only those business owners who can successfully appeal to their target market will end up building a successful business. Regrettably, thousands of business owners have been led to believe that by advertising their products and services on untargeted mass emailing services and Free for All (FFA) links, millions of people will see what they are offering and thousands will buy it. While this may bring in some clients it is not your best marketing strategy.

Lead generation companies generate customized prospect lists which are target audience for home business owners. With such options as long form real-time leads, phone verified and customized leads, home business owners now have the power to narrow to appeal to their target audience without wasting countless non productive hours trying to convince people who are simply not interested in their opportunity.