Famous ad-man David Ogilvy once created an iconic advertisement for a leading car maker.

The headline read ‘At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.’

When the chief engineer at the car factory read this, he shook his head sadly and said: “It’s time we did something about that damned clock!”

People don’t always react in the way you expect.

So when you think you’re passing on good news – of an offer, or an opportunity – your customer may not see it that way.

The more mass-market your offer, the more likely that you’ll fail to resonate with your audience.

Conversely, the more you know about your customer, the more you’ll be able to personalize your communication to meet their needs and expectations.

And the more likely that they’ll appreciate the whole luxury car experience (or whatever your brand promises) rather than be niggled about one tiny aspect.