Who's Your Audience?
In Saving Mr. Banks, Walt Disney had been wooing P.L. Travers for the rights to Mary Poppins with huge gestures and plans, to which she remained impassive and unimpressed. There’s a scene when Walt Disney finds out her real name is Helen Geoff, and he realizes who she is and says, “I’ve been talking to the wrong person.”
Who are you talking to? Who is your audience?
Is your audience going to be wooed by the latest and greatest, drawn in by the experience of others, or persuaded by well researched statistics?
Knowing your target audience and your niche should drive your marketing, not the other way around. Decide if you want a P.L. Travers or a Helen Geoff and plan accordingly.