Speak in their voice, not yours.

I wasn't surprised to read recently that Barack Obama spends time studying and learning local colloquialisms before he speaks in front of any group across the country.

Here's what does surprise me:

I receive every Broadway and Off-Broadway email blast known to man:  Telecharge, Theatermania, New York Times Ticketwatch, etc.  I signed up to get them all so I can keep my finger on the pulse of what the other shows are doing in terms of their e-marketing, pricing, availability, etc. (and I strongly recommend you do the same). 

What shocks me is how shows can send the exact same email offer with the exact same marketing message no matter who is getting the email.

Do we really think that the subscribers to the Broadway Box newsletter are the same as the subscribers to the New York Times Ticketwatch? 

Do we really think that a group of farmers in Nebraska will respond to the same political speech as a group of doctors in New Hampshire?

Find out what's important to each of your audiences and tailor your messages accordingly.

When you speak their language you gain their trust. 

And when someone trusts you . . . well, you could end up being The Producer of the United States.