What is Shotgun Marketing? That's when you send a message to as many people as you can with no relationship whatsoever in the hopes that somebody might get hit with the inspiration to act.
It works for a few but fails for many. People need a reason to act on your offer and without some connection, your offer may border on spam and do more damage than good.
Distinguish yourself from the marketing multitudes by offering value. Value can be provided by giving tips or free products that meet a need. Value can be provided by a thoughtful response to a question or a recommendation about a website or article that is just what someone needed to get started in the right direction. Value can be provided by sharing your expertise without expecting something in return.
You know shotgun marketing when you see it and most of us know it when we send it, but we can't help but think that maybe someone will bite and take us up on our offer.
Has it worked yet?
If the answer is a resounding no, then reconsider your approach this year and focus on connecting with your target audience. It's work, but there's a greater payoff in knowing that you've gained a solid supporter who may become one of your biggest advocates rather than ticking off a bunch of people who wonder why you expect them to care and wish you would go away.
Get off on the right foot and read my attached ebook on relationship marketing and/or feel free to share your thoughts.