The other day I was looking to advertise through an app, using what are commonly known as “in-app” ads. They told me that in one month they would guarantee 750,000 impressions of my ad. They also said I could target my ads. I can have a list that goes specifically to Gen X, Gen Y, Gen Z, or people who are homeowners, or people who are exactly 25 years old according to their profiles. The lists can be pretty staggering. The beauty of having all these phone-based profile accounts is the ability to target your ads. We used to advertise in the Yellow Pages hoping everybody saw our ad. At first it was a great way to advertise and people got business out of it. Everybody tried to start their company name with an A or double-A or triple-A just to get listed at the top but times have changed. Your name choice is a bit irrelevant as far as how you get listed but good names always help people know what you do very easily.. The trick is to know who your target audience is. Not so much who and what is your brand but who your target audience is. Even if your company can help out just about everybody on the planet, when you do your advertising know who you are going after. A younger generation might look at your ad and say, “oh that's not for me” versus an older generation might say, “hey that's exactly what I was looking for.” Even though you might be able to do incredible work for either generation. It’s good to blanket a large canvas but I suggest focusing your ads on a specific people group. You can target a completely different group in another ad but helping people have a connection to your company is a key part of advertising.