Have you ever had a conversation with someone about something you're absolutely obsessed with. The "you know all the details about the entire topic" type of conversation.
Now let's say the person you are talking to speaks as though they know everything about that topic as well, but it is clear that they are full of it. It's obvious, right?
For this example, say the topic of conversation is the NBA (National Basketball Association). You are talking about the various teams, conferences, players, and upcoming playoff matchups.
The other individual starts expressing his mutual interest, but has teams misplaced, out-of-date players, and adds in a few rules from the wrong sport.
You would be holding off laughter right?
Now this example is exaggerated, but it is unfortunately true about some business' advertising. They don't know how to talk to their ideal customers. They don't understand the "language." They don't understand the "culture." They don't truly understand the problems.
Don't let this be you. Know your niche.