It's
about the ad content. The concept, not
the target.
A boring ad targeted
at the right people
will have less of
an impact than a dynamic, effective and
persuasive ad that makes a deep impression
to even a mis-focused audience. It's
best to get them both just right, but
many business owners are too caught
up in finding the right target audience.
When marketers come through your doors
and chat with you, all too often, the
discussion orients around the target
audience and your product line and how
to make the two see one another. 
The result is you talk at your target. And because
so much time is spent focusing on the
target during preparation that when you
start talking at your target you begin
to believe you've succeeded when you
talk at the right people. Are you
really reaching your target, or did targeting
the target become the focus of the ad campaign
instead of talking to people about what
you can do for them?
Introduce yourself
and make a great first impression. Impress
them deeply so they remember your company
as the solution for their need.
