One of the most common mistakes I see is companies trying to craft a “universal” message, because they’re afraid of “leaving out” whole groups of consumers who should want what they offer.

This kind of “every man and his dog who might want to buy my thing” approach usually produces terrible, or at least d

I’ll take it a step further: shooting at every target also means your marketing will miss.

Failing to segment your target (say, male/female, etc.) and trying to hit everyone who might be receptive to your offering with the same bullet means you won’t hit anyone effectively.

Marketing is, among other things, about crafting the message to speak to specific consumer segments, such that they’ll feel as if you’re speaking directly to them.

One of the most common mistakes I see is companies trying to craft a “universal” message, because they’re afraid of “leaving out” whole groups of consumers who should want what they offer.

This kind of “every man and his dog who might want to buy my thing” approach usually produces terrible, or at least dissapointing, results.

No, actually the results are pretty much always terrible.