Audience - That's where it starts and ends

Audience is pivotal to any storyteller (read marketer). That's where the story starts and subsequently ends...though the end of story could be as exciting as audience going ga ga over the product / concept or brand (we have many such campaigns standing testimony to it) or it could be as sad as a tale of a vanquished hero in Shakespeare's novel (we have many marketing disasters to count on).

Knowing audience is the key as today's audience has become smarter and more importantly sought after by many storytellers! So, its not just the effective script that matters, but also when it is said, where it is said and yeah...how it is said! Gone are the days to go out randomly on the streets, on TV or print. These mediums have been over exploited, have become more cluttered and may not be the most preferred ones. Internet and several portable devices have made online media a place of solace for today's audience.

Makes more sense as well, to go online because that's where the audience is in its comfort zone and more receptive to your message!

So, to make your sweetheart hear what you are saying....you have to be "inline" with "online"