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The following talk was delivered at an open meeting by Nick Elwell to which The British Wheel of yoga and Skills Active were invited but did not attend.

Comment on and response to the question of and recommendations made regarding insurance in the Draft PAS 520:2017 report.

What follows is a cautionary tale from someone who was targeted by Ransomware:

Ransomware is a type of malicious software (aka malware) that prevents users from accessing a device or system by

Regularly repeated action Having invested time and money in identifying your ideal customer and delivered your beautifully crafted message,

Nothing happens until someone does something You have a list of prospective customers, you know what you want to say and when you plan to deliver your message.

Make a 12-month marketing plan We all know we need to be marketing our business. We can get carried away with grand ideas that soon die out.

How are you going to get through? With your list of ideal prospective customers and a clear message, the next problem to overcome is how to get

The money is in the list Not everyone is an ideal customer. It is better to talk to one person who is likely to buy

Who do you need to talk to? Contrary to popular opinion, your target market is NOT everyone. Can this really be true?