Businesses struggle with not segmenting their message. If i'm on your web side and i'm looking at men's shoes, i don't want to hear from you about women's jackets. That just doesn't apply to me. Ide didn't ask for that. I didn't indicate anywhere that i was looking for that. And so if you really want to get the attention of your audience, you need to speak to them how they ask to be spoken to.

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