A typical day in this age means being bombarded with messages of all types from sun-up to phone-down. Text messages, emails, calls, billboards, branded beverages, radio promotions, TV commercials, magazine spreads, smart phone apps. . . an endless supply of messages.

Think about what messages you are most receptive of. Those that resonate most seem to speak to you directly. Researching your target audience, and making use of themes, wording and methods of delivery they relate to is necessary to help ensure your message is well received.

Putting care into crafting a message shows your audience that you appreciate them. Instead of only showing appreciation for their purchasing power or influence, when you appreciate them just for listening you build loyalty. If your message is a simple tweet use key words or a voice that your audience will take note of. If you are sending out a press release, tailor slightly different versions based on the media outlet you are pitching to. Appreciate your audience, and let them know you do . . . it is how you start to build lasting relationships.