So you’ve been in business for years, or maybe just starting. Ask yourself this question. How well do you actually know your customer? What I mean by that is more like, “how well do you know who your customer is?” Its easy to get all fired up and think what we do appeals to most people. Sure, if you own a restaurant, and it has a central menu theme, then it “might” cater to a more specific audience than say McDonald’s. (Maybe not such a great comparison, but I digress.) Or maybe you provide a service, but again, more than likely it doesn’t have universal appeal. Why am I pointing out the obvious? We all may realize this, but how many of us actually focus our marketing on the right potential customer? How can we be sure our message has pin-point accuracy?