https://blog.hubspot.com/marketing/10-ways-to-speak-to-customers-who-dont-know-they-need-you. Make a list of your unreachables. Develop a persona for your unreachables. Find out what their likes and dislikes are, where they live, where they work, etc. You can create campaigns that are effective because they appeal to multiple audiences by finding common ground through storytelling. Customize your approach to appeal to them, not your current customers. Offer them something truly unique. If you can provide them with something they can't find elsewhere, it will build trust and credibility—two things that give you an instant leg up on your competition. Infographics, blog articles, webinars, tips, coupons/exclusive discounts for first-time customers, product samples, branded merchandise. Generate awareness of the want/need for what you have to offer. You have to create reasons why someone might need you. Demonstrate how your product/service could be the only solution they need. There's always a way to position yourself as their all-purpose solution. Your unreachables might not even know your business can handle multiple problems they're experiencing. They might not know that just how well you've mastered your very specific product/service. Or, they might not know they need you. Either way, you'll want to demonstrate how you're the only solution. Position your business in the most positive light possible. Most people want to find out how you can help them, even if they're not actively seeking you out. They'll want to find the good in your business, so they can have a product or service that provides a solution or added convenience to their lives. Use language that is confident and inviting, not cocky or abrasive. Avoid negative messaging that puts down specific competitors (it's tacky). Highlight what specifically makes you better than the rest, but say it in a way that makes you look like the hero. Find ways to get your advocates to promote to them. Refer-a-friend offers/discounts/coupons, exclusive content, donations, Q&As, personalized shoutouts, featured fan videos/photos. Show many forms of credibility. Support a local charity, case studies and testimonials. Do all of this in stages—not all at once.