Activating people who already like you is far more productive and profitable than it is to spend time and money yelling at people who are ignoring you.

You should shift to building relationships between and among the core audience, to make products and services for your audience instead of finding an audience for your products and services, is the golden lesson that applies to just about every organization.

Create a sense of urgency for those that share your company’s worldview. In almost every non-essential situation, people are likely to choose, “later,” as their response to a pitch. Why do it now if I can do it later?

Extracted from Seth Godin’s blog entry