Back in those days when females had to marry by age 25 or be labeled a "spinster," we simply sucked up the reality that we would have to kiss a lot of frogs before we found our prince. Currently, in marketing, that reality also dominates. Everything, including consumer and B2B preferences, are unstable. So it takes trial and error to identify what strategies and tactics are effective.
Smart, sophisticated marketers know this and are willing to research and pilot whatever. For instance, prior to a keynote speech they contact diverse constituencies to find out what's on folks' minds and in their hearts. Then they experiment with those themes in smaller forums such as the local rotary or chamber of commerce.
During the past 18 months, as I turned around my executive communications niche, I played mix and match with a variety of subject heads and the initial paragraphs in my digital marketing communications. I adopted a number of tones in how I handled responses to my sales material. In April, it all came together, at least for now. Both revenues and profit margins are the highest since I hung out a shingle in 1987. All that means is that I have to be out there, willing to keep kissing frogs. The market is not static.