There is nothing more important to successful marketing that talking to the right people. Right?
Of, course, in business we call this targeting. In the real world we simply call this being polite.
I'm not going to come up to my barber and start yammering about whether he will be available to take me on a real estate tour. He'd look at me like I was...well, crazy.
So, that's exactly how anyone feels when they are being bombarded by volumes of untimely, ill-advised, and misplaced advertising.
But you have to meet your deadline. It's hard to create Avatars. What the heck is an Avatar?
It's easy to get lazy, but don't do it.
Take the time to learn who your clients and prospects really are. Then create content - something - anything that speaks to them. That lets them know you are out here and willing to help them.
In the "old days" we simply hung a shingle and opened the door.
Today we are fortunate enough to have amazingly powerful systems like Facebook and Google Adwords (not to mention a hundred other channels) to exactly target who we want to absorb our marketing works of art (please, it's not a blog it's my tome).
We can segment by income levels - buying habits - websites they visit - their interests - publications they read - age - gender - education - "readiness to buy" and so much more.
Speak politely when you meet your prospect - it might be the only opportunity you have.