The first and most important question in Marketing is "Who are you talking to?" followed, almost immediately by "What are you trying to say?" followed quickly by "What emotional response are you trying to achieve?

Without a clear understanding of the audience, the message and the desired impact, Marketing is an incomplete process. Money is wasted on brainstorms that are partially conceived. At its best, Marketing involves envisioning the target and his or her response. Execution is all about making the vision a reality.

There is no substitute for clear message and solid planning.

Think about the people you are trying to reach. "What are they like?" "What do they want to hear?" "How do they talk?" Make the website or job ad reach out to the audience. Make them feel strongly, one way or the other. Use the website to produce a significant emotional experience in the visitor.

 -John Sumser