AKA selling a solution in search of a problem!
Our product is a web-based tool which helps people take and manage meeting minutes. The problem we face is that while most people don't like the way they currently work (normally emailing round Word documents), they don't necessarily know that there's tools out there to help them.
We're going to try a run of Google Adwords shortly, but this obviously won't get us in front of the people who aren't looking for help.
One thing I've been doing recently is watching Twitter for people saying things along the lines of "I hate writing meeting minutes" or other similar negative comments and reaching out to them. During the beta process I found some of our most active users that way.
Does anyone have any advice / ideas on other ways we can get in front of our target market and educate them that there's better ways they could be working?