7 faces of the pr crystal: Communication theses

You always know what your company is busy by. What it makes, how it works, what is its business model, and you see your product in night dreams. Next step - we have a mission. Maybe we even have created the Big Brand Idea. So we've got the brand, the price, the audience and the information field that lead us to our customers.
But there are already thousands of the other brands. Other companies, other facts, other offers. And nobody notices your news.
Or there maybe another version - you've got the customer, you told him your news, he nodded and went away. And bought another product or took another service. Sad.
What was wrong in two this cases? You chose wrong words to deliver your message. In fact, there are always something that your product/company wants to say to be sold. And there are always a few words that your customer wants to hear to buy. Something like a spell ;)

7 faces of the pr crystal: Target Audiences

Their majesties Target Audiences. People, most of whom  you'll never see, hear or ever call by name. What do you know about them? What do you know about their life? Can you imagine your product in their kitchen, or bath, or bedroom? Do you see your boss among the list of people who are interesting for your audience?
I can ask you a thousand more questions about your audience, but the main thing I'm trying to say is that you are to know your audience in every single communication. A letter you send, a phone-call you make, a banner you draw, an article you write - rise your eyes up and see the man who will read/see/hear it.