The most important thing in communicating is knowing who you are. What’s your brand? What do you care about? What makes you remarkable? What’s your voice?

But the next most important thing is probably knowing who you’re communicating to. Who’s your audience? What do they care about? How do they think? What language do they speak?

Suppose you’re all about providing fun experiences for children. Nice! But there’s a big difference between speaking dad-language, speaking mom-language, and speaking kid-language.

Is your audience concerned about frugality and practicality, or about comfort and quality? Do they like feeling grown up, feeling not too grown up, or feeling respected for their maturity? What sort of topics or images don’t connect with them? . . .

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Let’s just cut to the chase here – I am a relatively new home owner with a nasty old backyard that needs some serious help. Jeff keeps telling me how badly I “need grass”, and I feel awful when my almost 4 year old son is left to play by himself in a pile of dirt and weeds, so I’ve been trying to find some help.

I’m looking for someone that seems like a normal person running a normal business that won’t charge me a ton of money, will do good work, will educate me a little about taking care of my yard, and won’t make me feel like a complete idiot in the process.

Unfortunately, my quest has been a little . . .

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