I was speaking to someone yesterday about the promotion they were planning to run. When I asked who their audience was, they replied, “Well, everyone.” Wrong answer.
“Everyone” is the same as “no one.” If you aren’t targeted in your services or messages, the result is that they become so watered down that they are no longer meaningful.
Gone are the days when mass messaging was effective. If you’re not saying “no” to something, it’s a compilation of tactics, not a strategy.
