Advertisers often focus too much on ways to reach their audience, only to then miss the mark with their message. Buying good value in media is essential to an effective marketing campaign, but the true trigger that creates ROI (return on investment) is what we say to that audience and how we relate to each other.
Understanding what our potential customers want and need, and when they want and need it is a good place to start. Understanding why is even more important. Honesty and compassion are the foundation of successful relationships, and the same holds true with the relationship with our customers. Connect with your customers with a message that truly relates with them, and they will respond.