I hope you’re prepared for the celebrations.

In fact, hang on a sec.

Because celebrating wouldn’t be entirely in keeping for Goths would it? Fans of graveyards, backcombed hair and the work of The Cure.

Worth thinking about if this is one of your client segments.

I’m being silly, of course I am.

But getting the message wrong when you’re trying to appeal to a specific audience is a missed opportunity. Get it right and you can appeal directly to your ideal client by showing that you already work with people like them, that you understand their particular financial issues, and that you can solve them.

‘Marketing to everyone is marketing to no one.’ But tailoring your message has far more chance of engaging people than generic updates and templated material.

But what would I know about Goths? As a Neighbours fan, I was about as far from being a teenage Goth as you could get. I loved all things sunny and upbeat – Jason Donovan, pastel shades and the music of Stock Aitken and Waterman.

When is Especially for Me Day?

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