For some your product will be exactly what's missing in their life, others won't know and for the rest, well they simply won't be interested.

Understanding this is important as it determines who we should be talking with and just as importantly HOW we should be talking.

Yet for many businesses there seems to be the continued approach of trying to engage everyone. It's as if they are scared they might be missing out on business if they do otherwise.

More often than not marketing communication designed to reach everyone does not work. The result is messaging that fails to impact with any markets. You have 8 seconds to make that first impression, this approach won't achieve that.

Good marketing should engage, entertain and motivate. Find out who your friends are and stay true to them.

Take a look at what happens when we try to make everyone happy.