What's in It for You?

The key is to recognize that how would you communicate to everyone in a marketing message? This is not possible. What we do is we segment the marketing message down to specific target markets and we tailor it to target their pains, their frustrations, and everybody's different. Focus on competitive advantages that you have, showcase your expertise, and as a result of this, carefully craft your message. It'd be very specific. And remember, what's in it for them? We need to remember this and keep this in consideration because our marketing messages has to speak to the different buying stages that they're in.