Give them what they want

Have you ever asked your audience what they wanted? What would add value to their experience with you? Try it, it will give you a ton of ammunition.

When I was the VP of Business Development & PR at seniornet.org, I would go to the online community and ask what they wanted. At the time (1999) this online community of older adults wanted information about finance, returning to the work force, buying & selling on Ebay, book clubs, the universe (!) and travel. I took that and approached the best of the best (Charles Schwab, Robert Half International, Ebay, Barnes & Noble and yes NASA) to help build mutually beneficial partnerships. They all worked out (revenue, online/offline sponsorship) except NASA.

Always ask what your customers want. It's a sure thing.