When you write a marketing message, make sure that it’s focussed 100% on getting the right message to the right person.
Too much marketing is vague; intended to appeal to as wide a group as possible. However, by being vaguely relevant to everyone, the message is going to be directly relevant to no one!
Motivation and marketing
The word motivation comes from two words; motive and action. If you want to motivate someone to take action, (email you, call you, visit you, buy from you) your message must be motivating.
Never dilute your marketing in order to give it a wider appeal. Instead, make your marketing as focused and compelling as possible, to the kind of people you want to do business with.