Rule #1.  Don’t be a generalist.

The more specific you can be about what you do and who you do it to, the easier it is for people to see where you/your company can fit into their lives.  Be a graphic designer who specializes in rebranding.  Be a printer who specializes in travel brochures.  The more specific you are, the more people can understand you and the more easily they will be able to develop a relationship with you.

Rule #2.  Define your target.