Writing and marketing are about distant connection. Without ever interacting personally with someone, the intention is to touch that person's soul with words and images and story. It's a difficult skill. Really, an art. Everyone who tries it will do it with their own personal flair. Which means that, inherently, it won't connect with everyone.

It's like musical taste. Me, I can't stand rap or hard rock. But some of the eclectic stuff I give to my ear would bewilder others for my choice in music.

"You like that??"

Yes, I do. Hence the phrase "to each their own."

Stephen Covey, 7 Habits author, told us to begin with the end in mind. That's wise. So when I begin a piece of marketing or writing, I start with one question: who is my audience?

It occurred to me recently that denominations in the Body of Christ are not necessarily a bad thing. Perhaps the Lord doesn't see it as division so much as facets of outreach. Not everyone will be reached by the Methodists. Or the Pentecostals. Does it matter how you got to Jesus? Thank God for whatever road got you there. On arrival, no need to be divisive, but getting there can happen in creative and multifaceted ways.

Ditto marketing. It's why Progressive has different flavors of commercials. The Flo commercials don't have the same vibe as the Homeowner therapist guy. Different doors to the same destination. They're not competing - it's variation for attraction.

If you know your audience, you can target. No one can produce something for "everyone." Sure, you might want to cast a wide net, but no one catches every fish with that net. It's why there are lures specific to certain fish. And specific ways to attract certain fish. Some might argue that fishing is an art...

Embrace the facet. What you produce can't be for everyone or else it is really for no one.

We live in an age of niche. If I market myself as a consultant, no one knows how to engage me. But if I market myself as a consultant who specializes in helping corporations through change management focusing on employee retention, now you can engage me. Smaller audience? Yes. But it's an audience that can now find me among the other consultants in the world.

Begin with the end in mind. It's okay - even best - to narrow. Ask yourself: who's my audience? Then reach for them to touch their soul.