Imagine that you are a salesperson for a shoe store. There are three potential customers in the store - an athletic male, a professionally dressed female, and a rugged outdoorsman. Approach #1: You tell all three potential customers that you have 100% authentic Australian made Ugg Boots at discounted prices. Approach #2: You tell the athletic male that Nike running shoes on sale. You tell the professional female that designer pumps are on special this week only.