Last time, we finished our review of the state of academic marketing. We concluded that there are three areas missing: an understanding of the audience, an understanding of motivation to action, and directness. This time we will review each of these shortcomings and discuss how to address them. The academic world doesn't have a good understanding of audience---either in general or in particular. Academics (and I include administrators here) don't do a good job of connecting their interests with the people interested and affected by those interests. For instance, an academic department might be interested in improving recruitment. Careful thought then needs to be applied to figure out who is the audience for this concern. This is likely parents, alumni, and high school counselors. The world of recruitment is very narrow, yet schools almost always adopt a broad communication strategy, opting for very general messages to a large audience. Instead, the department should consider how to reach these audiences alone. Even direct marketing and one-to-one marketing can be good ways to understand and reach an audience. Thinking about the audience in this way leads to creating better messages for those audiences. And better messages leads to our next topic---motivation to action.