It’s All About Shared Interests
Whatever your business, you care deeply about the product category. Sure, you care most about your business doing well, but you also pay attention to anything that affects it. If you sell software consulting, you care about programming trends. If yours is a boutique hotel, you care about local community events. If you sell consumer goods to young parents, you get passionate about child care.
So does your target market.
Tweeting About What You Have in Common
There’s just so much you can say about yourself. At least when you are drumming up the Twitter campaign, you have limitations about what you can say about or to your followers. But you can always write to the interests of the people you want to attract.