What this really means is that you should find out from your potential customers what they want and how they want to receive it. Do the research. This is extremely important. Without this information, you are marketing into a vacuum.
Without this, your wonderfully designed product, with its eye-grabbing features, and emotionally-infused copy will nonetheless be rejected by your prospects. Why? Because, it’s not what they want, or they are not getting it the way they want it.
So just ask your customers what they want and how they want it. And always be observing them, because oftentimes what people say they want and what they REALLY want are different.
You need to be always doing this. It’s not something you ask once, get the answer to, and then go implement it. It’s a mindset that has to be on all the time.