MKT.3:2 - Problem

A large audience may contain few people able to use the offer. A suitable person may encounter the message at an unsuitable moment, misunderstand its category, lack a feasible response, or reply to a team that cannot continue. Treating all these failures as insufficient exposure leads to more messages without resolving the broken connection.

Construct the connection from the recipient’s situation through the message and possible response to the work that receives it. Test the uncertainty that could change that construction. Keep exposure, understanding, response and later use distinct.