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THEM! No, it’s not a 1950s sci-fi B-movie


Let us not digress.


There are certain marketing axioms that hold true regardless of the market, regardless of time period, regarding of technology, regardless of the medium, regardless of… most everything. One of the main players in this arena is the concept of THEM. No, not the 1954 B-movie from Warner Brothers, when we talk about “them,” we’re talking about your audience.


As a firm that specializes in newsletters, we offer a free download from our website that focuses on newsletters and includes a callout (of sorts) on the main focal point of this article — THEM!


Whether it’s a newsletter, a news release, a website, an advertisement, a podcast, or whatever, the critical point of getting your message across is continually ask yourself, how does this affect them – them your audience. Let’s face it. If it doesn’t relate to them, if it doesn’t connect with them, if it isn’t relevant to them… your wasting your time and, more important, your money.


Here’s a good exercise. Does your piece pass the “so what” test? If you were face-to-face with someone from your target audience and you presented your “message,” would they be intrigued, or would their response be, “So what.” Why should I care about this? Why is this important to me?


While it may be very important to you – legitimately so, it’s all for naught if it doesn’t play on Main Street.



“Every baseball crowd, like every theatre audience, has its own distinctive attitude and atmosphere.”

— Bill Veeck


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