You’ll see the word “tailor” or “customize” in marketing quite often. What exactly does it mean to tailor a message? It seems counterintuitive for a book on developing core messaging to also advocate for creating unique messages for each audience.

Develop your core messaging well, and you can take advantage of that foundation to create very targeted messages. Messages that have a clear line back to that clarity we talked about in Chatper Two. Knowing how far to take your tailoring is a function o...