Marketing that isn't targeted to a specific kind of customer doesn't work (unless you have LOTS of budget). Big companies can blanket radio, TV, and magazines with million dollar ad budgets. They know they will catch their best customers somewhere in the crowd.
The rest of us have to first find our best customers, figure out what media they use, and tightly target our advertising to reach those best customers.
The second major marketing boo-boo is so simple you may not believe it.
Most marketing fails because people didn't understand it. The message was too clever, too technical, intended for a different audience, too long, or in an e-zine they couldn't figure out how to read.
Once when I was working in radio, I jumped on the air and announced the first caller would get tickets to see the Rolling Stones. My tongue got tied and I mumbled my way through the announcement. No one called, not a single person. A few minutes later I read the announcement again, this time speaking clearly. The phone rang off the wall.
