You Can Change the People That Matter

Nope, the answer is not “the general public,” which I hear from so many of you. You don’t want everyone — “everyone” won’t help your organization meet its marketing goals. If you try to make that happen, you’ll squander all your time and budget in a flash.

In fact, in trying to reach everybody, you can easily alienate the people most likely to help — your target audience — because you’re using generic messages that have nothing specific to do with them. After all, generic is the only choice when you’re trying to reach everyone.