Of course, most of us can’t and shouldn’t market our products and services to anyone and everyone, as that would be expensive, cumbersome and eliminate the efficiency benefits of marketing. But, for many, there are silent segments that can add to top-line revenue and differentiate our approach in the marketplace. We just need to open our eyes, hearts and perspectives and, like Melanie Notkin, be a little more savvy. Take a closer look and think about how you can market to misunderstood segments.

Published in Smart Business Online, May 2010