In the cycle of any new product or product category, prospects group as Innovators, Early Adopters, Early Majority, Late Majority, and Laggards.
Innovators already ordered their 4G iPhones. Laggards maybe don’t even own cell phones.
No matter what you are selling, it only makes sense to determine where in this cycle you are trying to reach people.
Their emotional requirements are very different. Early Adopters and Innovators are looking for something new. The Majority are picking up on what everyone else is buying, looking for something safe.
Sometimes you are targeting more than one or two of these groups. But in that case it is going to be with very different marketing and probably different products or services.
Only when you have answered this can you do sensible marketing.