There's a lot of noise online.

Companies trying to sell you something, writers promoting their new books, people sharing all of their accomplishments. It can be a little overwhelming.

On one hand, I completely understand. After all, I've been working for myself for about a decade and I've learned that if you want to be heard, you have to speak up.

At the same time, I can't help but notice an overall lack of awareness.

These companies aren't acknowledging their customers as people. These writers aren't addressing how their book will help make your life better. And these people are spending too much time speaking and not enough listening.

Over the years, I've learned that trying to be everywhere at once isn't a strategy - it's quite the opposite. It shows that you have no idea who your audience is and, even if you did know, you aren't patient enough to learn about them as individual people.

We need to stop viewing the people in our audience as numbers, conversion rates, and potential sales and start seeing for what they really are - humans.