Stop Trying to Market to Everyone
One of the most common mistakes I see when small business try to market to people is they try to talk to everyone. But, here's the thing... your product is not going to work for everyone. And it shouldn't. Because if your product works for every person that means it is generic. It has no edge, no spice.
In other words, it is boring.
Recently, I have been reading This is Marketing by Seth Godin. The premise is surmised as "people like us do things like this."
Instead of spinning in circles trying to cater to everyone's needs (and likely missing the mark), focus in on your smallest viable market. Make them happy -- make them your biggest fans.
You can do this by connecting with them and being different. Developing an edge. Having a stance.
People do not buy from companies any more. Long gone are the days where the consumer actually pays attention to advertising. We're not a captive audience because we have options.
People buy from people they perceive to be like them.
Rather than asking:
How do I get the message out?
Who should I be getting the message to? Who is this for? Who will this help?