You can’t reach your audience until you know what they have in common.

Consider:  On one hand, you have a 24-year-old welder, living in a small house in a small town;  on the other, you have a 32-year-old university-educated hipster art director, living in a loft in a ‘creative’ area of Toronto.  What do they have in common?

Not everything should be advertised with cupcakes.

In my travels around the interwebs lately, I’ve noticed a disturbing trend in online advertising: Cupcakes.

Today alone I counted 14 different online ads, for 14 different products (none of them cupcakes or even bakeries, by the way), which featured brightly coloured images of cupcakes.