Marketing can be - and often is - maddening.

It's one thing to know exactly who your customers are - your "target audience" - and it's another thing knowing the best, most cost-effective way to reach them.

Part of the problem is there are so many media choices:

Should you use print advertising? And then, which magazines? This one, that one, these or those? Or Internet ads? But where and how big? Or direct mail? And what format, size, and where to get a good mailing list? Or email? Or faxes? Or trade shows? Or do I need a mix of all of the above? And how can I afford it all?

See how easy it is?

Well it is, if you do one important thing first...

Take the time to do your homework - here's how: Contact your current customer base, starting with your 'best' customers first, and ask them (it's good to say "I'd like your opinion," that strokes their ego and often gets them to spill the beans) how they like to be reached - in magazines, by email, whatever - and what they ignore -- direct mail, faxes, whatever. Their answers are pure gold.

For you to assume -- or worse, guess -- what will work is crazy, when the people you want to sell to will tell you how to reach them. They also might tell you of media choices that didn't seem obvious to you.

Even better, you should be able to find out - say they like direct mail - how they like their direct mail; maybe nothing more elaborate than a jumbo postcard will catch their eye and get them to pay attention - and give you a call!

Now not everybody will tell you they like the same thing, so maybe you need a 'mix' of media. At least it will be a mix with the most likelihood of driving new sales and new business.

Asking these questions is best done over the phone - the interaction will get you more complete and reliable responses - but you can try a written survey as well. However, the quality and quantity of responses won't be as good.

But whatever you do, before you do anything else, go out and ask. It's the answer to your media selection prayers.