Often we try to attract talent by doing what we like rather than what would attract the individual. Dale Carnegie has a great story in his business books How to Win Friends and Influence People
"I often went fishing up in Maine during the summer. Personally, I am very fond of strawberries and cream, but I have found that for some strange reason, fish prefer worms. So when I went fishing, I didn't think about what I wanted. I thought about what they wanted. I didn't bait the hook with strawberries and cream. Rather, I dangled a worm or a grasshopper in front of the fish and said "Wouldn't you like to have that?"
When you think about attracting talent, attracting customers then you need to think about what attracts them? That may be different for each person. Do you generalise or individualise your offer?