No matter how great your product is, if you are marketing to the wrong person and/or industry, you will have challenges. Identifying the right target audience is the most important thing you can do for your business and marketing. This market/customer fit, and the continual process to discover and rediscover the fit as times change, is the eternal task of business.

Some businesses have tight fits that make marketing relatively easy. For other businesses, we need to perform more trial and error between offers, content and targets, using various media, like 3rd party publishers, 1st party data, social media, email lists and others.

Don’t assume the marketplace cares about you (they don’t). Put in the time and effort to identify the right targets, reach them with creative, put them through a funnel and then sell.

The only thing you can count on is that the magic bullet is not magic. The latest algorithm, creative trick or marketing automation tech won’t solve your marketing problems. You need a human touch.