The leaflet that dropped through my letterbox with the sleep clinic’s business card stapled to the front asked two questions.

Do you snore? Are you always tired during the day?

Inside, I’m told, sleep apnea, a disorder I may have, affects 20% of women. I might be one of them.

And therein lies this marketer’s problem. They know nothing about me, apart from the colour of my front door. Which means they have no idea if they should speak to me, nevermind what to say to me.

As marketers, if the best use of our resources is to only speak to the people who want to hear from us, then targeting every ‘maybe’ is not a great marketing strategy.

We can do better than maybe.

Image by Timothy Krause.