There was a small village on a hill that was under siege.  Although the village’s walls were tall they would only keep them safe for a short time.  Whilst being wildly outnumbered and out armed they hatched a plan; a plan to scare the enemy off through the sheer noise of their people.  Every man, woman and child went to the villages boundary with pots, pans, sticks and drums and they banged and they screamed.  The noise was deafening.

Pots and Pans
Panicked by what the invading army thought was an equally large and much more vicious army they retreated.

Once everything had settled down and the villagers had finished celebrating this monumental victory I am sure one bright spark said “Hey – why don’t we just bang pots and pans all day, every day and no one will ever set siege to our village again?”

Not only is that a complete waste of time – 99% of their efforts would be futile – but they would end up scaring away traders and visitors.  That eventually would mean that the villagers wouldn’t sell their crops, trade their cattle or be able to buy raw materials.  Eventually they would go broke and starve.

No.  Just making noise for the sake it is never a good idea.

But never making noise is equally as bad; they’d probably be overrun if they hadn’t made such a racket in the first place.

What they needed was a look-out, someone who could see who was approaching the village and either welcome in the traders or rally the troops to scare off hostile forces.

“Stop writing about everything.  So many brands create content and try to cover everything, instead of focusing on the core niche that they can position themselves as an expert around.  No one cares about your special recipe… Find your niche, and then go even more niche.”
Joe Pulizzi

This is what you need to do every day with through your marketing strategy.  You need to establish what audience needs to hear and see what message.  Otherwise you put off traders with the wrong message and you miss out on the chance of inviting prospective business partners in.

Out of the 91% of consumers opting out or unsubscribing from emails, 46% do so because the messages are not relevant.

41% of consumers would consider ending a brand relationship because of irrelevant messaging, and an additional 22% would definitely end the relationship because of irrelevance.

Relevant is exactly what the most successful sales people make themselves on each of their calls.  You won’t hear them talking about the other markets they cover, or how broad their experience is.  No, they talk about the relevancy to that client, their specific expertise, their business and their problems.

If you shout the same thing at everyone you will scare them off.  Unless under-siege, I’m guessing that isn’t the outcome you are looking for.