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 Rather than trying to reach everybody, many with little or no interest in your product or service through traditional mass media advertising; newspapers, magazines and television, you might be much more effective by finding online niche markets. Introduce yourself and company to the individual websites and blogs and reporters with a specific interest in your field. Find ways for those with influence to sample your product and talk about it. Start the buzz. You can never be all things to all customers. All customers are not always right. Some have unreasonable expectations. You are in business to make money. Sometimes your better course is severing ties with a perpetually disgruntled customer and finding a new one. Not all employees are created equal. Some bring to the workplace personal issues far beyond your control to correct. You are in business to make money. Sometimes you have to make personnel changes. 
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